Instagram, moda y consumo frente a la sostenibilidad posiblelos fenómenos #haul, #outfitoftheday y #modasostenible

  1. Graciela Padilla Castillo 1
  2. Jonattan Rodríguez Hernández 1
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Revista:
Cuadernos del Centro de Estudios en Diseño y Comunicación. Ensayos

ISSN: 1853-3523,  1668-0227

Año de publicación: 2023

Título del ejemplar: La Moda en su Laberinto. Parte VI

Número: 207

Páginas: 113-131

Tipo: Artículo

DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Cuadernos del Centro de Estudios en Diseño y Comunicación. Ensayos

Resumen

Instagram has 2 billion active users worldwide. From the growing success of TikTok, especially during and after the social-sanitary confinement, stories and reels have become more important, especially as suggested or advertising content. Added to this circumstance is the fact that a post on Instagram gets 23 times more engagement than a post on Facebook and 96% of fashion companies are present on Instagram. This unpublished and original work addresses two main objectives: 1) to analyze the phenomena #haul, #outfitoftheday and #sustainable fashion on Instagram, in Spain and in Spanish; 2) extract the dynamics and keys to success from the most successful publications or accounts, whether they are brands or people. To achieve these two objectives, we use a triangular methodology: detection of terms and tags on Instagram, in a period of 10 months (January 1, 2022 to October 25, 2022), analysis of accounts by their nature, whether they are brands or people, and qualitative commentary on the posts and their penetration and engagement. The results show more posts and more engagement on brand accounts than on personal accounts; that the term #haul is not very relevant on Instagram because it is preferred on video networks; that the term #OOTD in its acronym is more relevant than the term in its expression without abbreviations and in brand accounts; and that the type of posts with the most penetration and traffic are contests or raffles. Sustainable fashion stands out in several Spanish ethical fashion brands, which promote responsible consumption and make informative publications, with references to articles from their blog or interviews where they explain their production processes.

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