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

Aldizkaria:
Historia y comunicación social

ISSN: 1137-0734

Argitalpen urtea: 2022

Zenbakien izenburua: Monográfico: Comunicación y Movimientos Feministas

Alea: 27

Zenbakia: 2

Orrialdeak: 415-424

Mota: Artikulua

DOI: 10.5209/HICS.82794 DIALNET GOOGLE SCHOLAR lock_openSarbide irekia editor

Beste argitalpen batzuk: Historia y comunicación social

Laburpena

Digital feminism has recently gained prominence in society as a result of the growing defence of feminist values in different social networks by influencers. In addition, brands are aware that they must communicate authentically to be relevant to their consumers. In this context, a content analysis of 415 posts from 5 of the most relevant Spanish feminist Instagrammers is proposed. The results show that the influencers combine their organic content with commercial content and that the nexus lies in content related to the themes of sorority and empowerment. Messages that bring together the interests of both parties (Instagrammers and brands) will be more credible and closer to followers.

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