Comunicación de Marca en Instagram, ¿Una Cuestión de Género? El Rol del Influencer de Moda

Abstract

Young people have found in the social networks the perfect space to inform and be informed. However, only a few have the ability to influence in purchasing decisions, lifestyle or preferences of the rest. The so-called social influencers have become an active part of brand communication, especially those dedicated to fashion. This research puts the focus on the strategies, resources and calls to participation used for the main Spanish fashion prescribers in their communication through Instagram. The gradual incorporation of men into this sector requires identifying the attitudes and forms of the connection -generating participation- or not taking into account the genre of the author and the type of values he projects. Through content analysis, the communicative activity of the 13 most outstanding characteristics is monitored in 2017. The results show a very similar use of recovery techniques, mainly promotional; dubious compliance with Spanish regulations on advertising - which obliges authors to explicitly state any message that promotes a product or service of a contractual relationship; and the use of the image to build idyllic lives from everyday scenes.

Engagement y evolución de instagramers hispanohablantes de moda

“…Echegaray (2015) sugiere que la puesta en escena de un espectador que consume y produce a la vez desemboca en una transfiguración del concepto de audiencia. Así, el instagramer abarca un conjunto de características propias del medio en que se viralizan los contenidos (Márquez & Lanzeni, 2018), despertando dinámicas de interacción con el público de una forma novedosa, colaborativa y narrativa (Sanjuán et al, 2014;Martínez-Sanz & González-Fernández, 2018).…”

Sharenting: análisis del uso comercial de la imagen de los menores en Instagram

“…El último disponible es el referido al periodo entre noviembre de 2018 y febrero de 2019. Los cincuenta influencers recogidos en este ranking son mayoritariamente mujeres (sólo ocho hombres en el listado) lo que confirma nuestras hipótesis de partida y establece un condicionante claro en el modelo de comunicación al que nos enfrentamos, donde el género parece tener importancia (Martínez Sanz & González Fernández, 2018).…”

Hola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador

“…According to a study developed by Wiedmann et al (2010), cited by Martínez-Sanz & Gónzález Fernández, 2018), the determining characteristics of profiles with aspirations to achieve social influence in the field of fashion are: attunement (in terms of age, gender, and location), linkage to fashion, experience and specific knowledge, innovative character and a risk-taking personality, lover of change, with the willingness to try to narrate what is experienced in the first person.…”