Fashion influencers and Instagram. A quasi-perfect binomial

Abstract

Influencers, thanks to their ability to connect with the public, have revolutionized brand communication making it less invasive and at the same time attractive and dynamic. This research explores the behavior followed by the main Spanish fashion followers, focusing on the strategies and resources used in their communication through Instagram profiles. The gradual incorporation of men into this sector requires identifying whether the publication of habits in this social network vary or not with respect to the author’s gender. In addition, compliance with Spanish legislation on advertising is monitored, which obliges the authors to explicitly indicate any message that promotes a product or service from a contractual agreement.

Comunicación para la salud a través de TikTok. Estudio de influencers de temática farmacéutica y conexión con su audiencia

“…• The intention of the message (Basch, Hillyer & Jaime, 2020;González-Fernández & Martínez-Sanz, 2018): its orientation, subject, tone, topicality and level of communication, entertainment and promotion or self-promotion.…”

“…As regards commercial allusions, only @sisterscloud and @farmaceutico_guille make constant, clear and unmistakable reference to the fact that what the viewer is watching is a paid collaboration, while Álvaro Fernández opts for placing the tag '#publi' on the only commercial promotion he has in his 113 posts. The rest (Álvaro de Miguel and Elena Monje) leave the door open to interpretation as to whether the influencer is recommending a certain product guided by professional criteria, which, if it were not so, would be contrary to the Spanish law Ley 34/1988, of November 11, 1988, General de Publicidad, as has been reported in the research by González-Fernández and Martínez-Sanz (2018) or Martínez-Sanz (2021).…”

“…The boom in academic, cultural and scientific dissemination via online video makes for a specific research channel among the many areas of study that have emerged around the world of social networks and their impact on the population: worthy of mention are; the phenomenon of 'platformisation' (Nieborg & Poell, 2018); participation culture (Burgess & Green, 2009;Kim, 2012;Van Dijck, 2013); the popularity and characteristics of content creators (González-Fernández & Martínez-Sanz, 2018;Pereira, Moura & Fillol, 2018;Scolari & Fraticelli, 2019); or the crucial role these platforms have amongst the young (Aran-Ramspott, Fedele & Tarragó, 2018;Pérez-Torres, Pastor-Ruiz & Abarrou-Ben-Boubaker, 2018;Pires, Masanet & Scolari, 2019).…”