Comunicación del liderazgo y la autoridad en redes sociales. El caso de lady Amelia Windsor en Instagram

Abstract

Purpose: Demonstrate that social networks are a new source of leadership, power and authority, through the study of Lady Amelia Windsor’s Instagram account. Design / Methodology / Approach: Diachronic, quantitative and qualitative study of a corpus of 119 posts on Instagram, from May 2019 to May 2020. Results: 84 % of posts include at least one promoted product or service. In no case is it explicit that it is a promotion. 32 % of sponsorships are fashion brands and 21 % are luxury fashion brands. The average number of likes per post is 2,385 and 38 comments per post. Only 0.046 % of followers leave a comment. She has not responded to any comments. Limitations / implications: Although influencers have many followers, having a high number of followers does not always entail being an influencer. Interacting with followers helps strengthen the bond between the influencer, as a leader, and his/her community. The difference between a leader and Lady Amelia Windsor is that the leader attracts by his/her charismatic personality, while she is followed as an aspiration to live the lifestyle that she has. Originality / Contribution: Some celebrities, famous and powerful, try to find on Instagram the influence, leadership and authority that they do not have in real life.