<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1390-8618</journal-id>
<journal-title><![CDATA[RETOS. Revista de Ciencias de la Administración y Economía]]></journal-title>
<abbrev-journal-title><![CDATA[Retos]]></abbrev-journal-title>
<issn>1390-8618</issn>
<publisher>
<publisher-name><![CDATA[Universidad Politécnica Salesiana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1390-86182020000200265</article-id>
<article-id pub-id-type="doi">10.17163/ret.n20.2020.05</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La transparencia publicitaria en los influencers de las redes sociales]]></article-title>
<article-title xml:lang="en"><![CDATA[Advertising transparency in the social media influencers]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Guiñez-Cabrera]]></surname>
<given-names><![CDATA[Nataly]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mansilla-Obando]]></surname>
<given-names><![CDATA[Katherine]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Jeldes-Delgado]]></surname>
<given-names><![CDATA[Fabiola]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad del Bío-Bío  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Chile</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Adolfo Ibáñez  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Chile</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Valparaíso  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Chile</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2020</year>
</pub-date>
<volume>10</volume>
<numero>20</numero>
<fpage>265</fpage>
<lpage>281</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S1390-86182020000200265&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S1390-86182020000200265&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S1390-86182020000200265&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Las redes sociales han contribuido a una nueva estrategia de marketing donde las marcas forjan alianzas con los influencers de las redes sociales para generar contenido publicitario. Esta estrategia conocida como marketing de influencer se encuentra en crecimiento y ganando un interés sustancial en la literatura. Sin embargo, la comprensión actual de la percepción de los influencers de las redes sociales frente a la transparencia del contenido que publicitan sigue siendo limitada, donde prácticamente todos los estudios se centran en la percepción del seguidor y en países desarrollados donde existe mayor regulación frente a la transparencia publicitaria. Para abordar esta problemática, la presente investigación utilizó la teoría de credibilidad de la fuente y la teoría institucional con el objetivo de explorar las percepciones de los influencers de las redes sociales frente a la transparencia del contenido que publicitan. Sobre la base de un estudio cualitativo que incorporó entrevistas semiestructuradas con ocho influencers de las redes sociales en Chile. Los resultados de este estudio muestran que los influencers de las redes sociales consideran relevante en su credibilidad de la transparencia publicitaria; la confiabilidad, la experiencia, la auto-presentación en línea y los aspectos normativos. Estos hallazgos contribuyen a la literatura de marketing de influencer y también tiene importantes implicancias prácticas para el amplio y creciente campo de la publicidad como son los profesionales de marketing, las marcas y los agentes reguladores encargados de proteger al consumidor.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Social media has contributed to a new marketing strategy where brands forge alliances with social media influencers to generate advertising content. This strategy is known as influencer marketing, finding itself growing and gaining substantial interest in the literature. However, the current understanding of the perception of social media influencers regarding the transparency of the content they advertise is still limited, where practically all studies focus on the perception of the follower and in developed countries where there is more regulation regarding advertising transparency. To address this issue, this research used the source credibility theory and the institutional theory with the aim of exploring the perceptions of social media influencers regarding the transparency of the content they advertise. Based on a qualitative study that incorporated semi-structured interviews with eight social media influencers from Chile. The results of this study show that social media influencers consider reliability, experience, online self-presentation and the normative aspects relevant in their credibility of advertising transparency. These findings contribute to the influencer marketing literature and have important practical implications for the broad and growing field of advertising, such as marketing professionals, brands and regulators responsible for protecting the consumer.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Auto-presentación]]></kwd>
<kwd lng="es"><![CDATA[confianza]]></kwd>
<kwd lng="es"><![CDATA[credibilidad]]></kwd>
<kwd lng="es"><![CDATA[experiencia]]></kwd>
<kwd lng="es"><![CDATA[influencer]]></kwd>
<kwd lng="es"><![CDATA[publicidad]]></kwd>
<kwd lng="es"><![CDATA[seguidor]]></kwd>
<kwd lng="es"><![CDATA[transparencia]]></kwd>
<kwd lng="en"><![CDATA[Self-presentation]]></kwd>
<kwd lng="en"><![CDATA[trust]]></kwd>
<kwd lng="en"><![CDATA[credibility]]></kwd>
<kwd lng="en"><![CDATA[experience]]></kwd>
<kwd lng="en"><![CDATA[influencer]]></kwd>
<kwd lng="en"><![CDATA[advertising]]></kwd>
<kwd lng="en"><![CDATA[follower]]></kwd>
<kwd lng="en"><![CDATA[transparency]]></kwd>
</kwd-group>
</article-meta>
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