Honesty or Fakery? Feminism as a strategic focus for brands on Instagram

  1. López Vázquez, Belén 1
  2. Rangel-Pérez, Celia 2
  1. 1 ESIC University; ESIC, Business & Marketing School
  2. 2 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Revista:
Historia y comunicación social

ISSN: 1137-0734

Año de publicación: 2022

Título del ejemplar: Monográfico: Comunicación y Movimientos Feministas

Volumen: 27

Número: 2

Páginas: 415-424

Tipo: Artículo

DOI: 10.5209/HICS.82794 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Historia y comunicación social

Resumen

El feminismo digital ha ganado recientemente protagonismo en la sociedad como consecuencia de la creciente defensa de los valores feministas en redes sociales por parte de influencers. Además, las marcas son conscientes que deben comunicar de forma auténtica para poder ser relevantes para sus consumidores. En este contexto, se plantea un análisis de contenido de 415 posts de 5 de las Instagrammers españolas feministas más relevantes. Los resultados muestran que las influencers combinan sus contenidos orgánicos con los comerciales y que el nexo de unión reside en los contenidos relacionados con las temáticas de sororidad y empoderamiento. Los mensajes que reúnan los intereses de ambas partes (Instagrammers y marcas) resultarán más creíbles y cercanos para los seguidores.

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