Más allá del carisma en TikTok: Atributos clave de los creadores de contenido que atraen y prefieren las audiencias
DOI:
https://doi.org/10.58763/rc2025404Palabras clave:
consumidor cultural, influencia social, interacción social, marketing, redes socialesResumen
TikTok es la red social de más rápido crecimiento debido tanto a las características de la interfaz como a los aspectos relacionados con los creadores de contenido que son valorados por las audiencias. En esta línea, se realizó una investigación para explorar los atributos de atracción y preferencia de los creadores de contenido de TikTok desde la perspectiva de sus seguidores. Se utilizó el método cualitativo a través de tres sesiones de grupo con usuarios activos de esta plataforma, garantizando grupos de al menos 8 participantes, cuyas transcripciones fueron analizadas de manera sistemática con el apoyo del software Atlas Ti. Los resultados sugieren que los creadores de contenido se destacan por una combinación de atributos clave. La autenticidad requiere que el creador desarrolle una imagen genuina que proyecte confianza y transparencia, mejorando la conexión con los seguidores. La originalidad se vincula con la creatividad e innovación en el contenido, aportando un factor diferenciador importante. El carisma se construye mediante una combinación de personalidad espontánea y comunicación asertiva, promoviendo cercanía. El atractivo físico causa un interés significativo en la percepción inicial, y la capacidad de influencia permite al creador impactar las actitudes y decisiones de sus seguidores. Estos hallazgos tienen diversas implicaciones al colaborar con influencers en TikTok.
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Derechos de autor 2025 Catalina Ramirez Martínez, Sihmonne Barrios Reina, Leonardo Ortegón Cortázar
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