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

Any de publicació: 2023

Títol de l'exemplar: La Moda en su Laberinto. Parte VI

Número: 207

Pàgines: 113-131

Tipus: Article

DIALNET GOOGLE SCHOLAR lock_openDialnet editor

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

Resum

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 This unpublished and original work addresses two main objectives: 1) to analyze the phenomena #haul, #outfitoftheday and #sustainable fashion on Instagram, in Spain and in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.

Referències bibliogràfiques

  • Abidin, C. (2016). Visibility labour: Engaging with Influencers’ fashion brands and #OOTD advertorial campaigns on Instagram. Media International Australia, 161(1), 86-100. Recuperado de https://doi.org/10.1177/1329878X16665177
  • Barrios-Rubio, A., & Pedrero-Esteban, L. M. (2021). The Transformation of the Colombian Media Industry in the Smartphone Era. Journal of Creative Communications, 16(1), 45-60. Recuperado de https://doi.org/10.1177/0973258620981347
  • BBVA. (2022). Qué es y cómo reconocer la moda sostenible: conviviendo con el planeta. Communications. Recuperado de https://www.bbva.com/es/sostenibilidad/que-es-y-como-reconocer-la-moda-sostenible-conviviendo-con-el-planeta/
  • Bernárdez-Rodal, A.; López-Priego, N.; Padilla-Castillo, G. (2021). Culture and social mobilisation against sexual violence via Twitter: the case of the “#LaManada” court ruling in Spain. Revista Latina de Comunicación Social, 79, 237-262. Recuperado de https://www.doi.org/10.4185/RLCS-2021-1502
  • Brydges, T., & Sjöholm, J. (2019). Becoming a personal style blogger: Changing configurations and spatialities of aesthetic labour in the fashion industry. International Journal of Cultural Studies, 22(1), 119-139. Recuperado de https://doi.org/10.1177/1367877917752404
  • Business Of Apps. (2022). Instagram Revenue and Usage Statistics (2022). Recuperado de https://www.businessofapps.com/data/instagram-statistics/
  • Caldevilla-Domínguez, D.; Barrientos-Báez, A., & Padilla-Castillo, G. (2021). Twitter as a Tool for Citizen Education and Sustainable Cities after COVID-19. Sustainability, 13, 3514. Recuperado de https://doi.org/10.3390/su13063514
  • Caldevilla-Domínguez, D., Barrientos-Báez, A., Pérez-García, A., & Gallego-Jiménez, M. G. (2021). The use of social media and its relation to the tourist’s purchase decision. Vivat Academia. Revista de Comunicación, 154, 443-458.Recuperado de http://doi.org/10.15178/va.2021.154.e1360
  • Chan, E. (2021, 28 de abril). La guía definitiva para no perderte en el mundo de la moda sostenible. Vogue. Recuperado de https://www.vogue.es/moda/articulos/moda-sostenible-que-significa-guia-consejos-marcas
  • Díaz Altozano, P., Padilla Castillo, G., & Requeijo Rey, P. (2021). Sexualización de niñas en redes sociales: la necesidad de inteligencia semántica en Instagram. Investigaciones Feministas, 12(1), 31-45. Recuperado de https://doi.org/10.5209/infe.69559
  • El Habchi Mahir, Z., & Padilla Castillo, G. (2021). Futbolistas de élite como instagrammers de moda: Ronaldo y Messi. Cuadernos Del Centro De Estudios De Diseño Y Comunicación, (127), 143-154. Recuperado de https://doi.org/10.18682/cdc.vi127.4589
  • Erz, A., & Heeris Christensen, A.-B. (2018). Transforming Consumers into Brands: Tracing Transformation Processes of the Practice of Blogging. Journal of Interactive Marketing, 43(1), 69-82.Recuperado de https://doi.org016/j.intmar.2017.12.002/10.1
  • Fanpage Karma. (2022). Features. Recupero de https://www.fanpagekarma.com/es/features
  • Gmiterek, G. (2021). Polish university libraries social networking services during the COVID-19 pandemic spring term lockdown. The Journal of Academic Librarianship, 47(3), 1-7. Recuperado de https://doi.org/10.1016/j.acalib.2021.102331
  • Gong, Q., Verboord, M., & Wang, Y. (2022). Media usage and political trust among young adults in China: The role of media credibility, trust in sources and political membership. Global Media and Communication, online. Recuperado de https://doi.org/10.1177/17427665221125553
  • Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5-25. Recuperado de https://doi.org/10.1177/0008125620958166
  • HubSpot & Mention. (2020). Instagram engagement report. What Your Company Needs to Know for 2020.Recuperado de https://offers.hubspot.com/instagram-engagement-report
  • IAB Spain. (2022). Top Tendencias Digitales 2022. Recuperado de https://iabspain.es/estudio/top-tendencias-digitales-2022/
  • Kim, A. Y. (2022). Understanding Postmodern Identity Among US Young Adults Through an Investigation of Globalized Interest. Culture & Psychology, online. Recuperado de https://doi.org/10.1177/1354067X221135643
  • Luque Ortiz, S. (2022). Los dueños de la moda: del lujo al fast fashion retail. Cuadernos Del Centro De Estudios De Diseño Y Comunicación, (152), 53-69. Recuperado de https://doi.org/10.18682/cdc.vi152.6678
  • Manca, S.; Passarelli, M., & Rehm, M. (2022). Exploring tensions in Holocaust museums’ modes of commemoration and interaction on social media. Technology in Society, 68, 1-13. Recuperado de https://doi.org/10.1016/j.techsoc.2022.101889
  • Martínez-Sánchez, M. E., Nicolas-Sans, R., & Bustos-Díaz, J. (2021). Analysis of the social media strategy of audio-visual OTTs in Spain: The case study of Netflix, HBO and Amazon Prime during the implementation of Disney +. Technological Forecasting and Social Change, 173, 1-7. Recuperado de https://doi.org/10.1016/j.techfore.2021.121178
  • Muñoz Valero, J. y Pascual González, A. (2022) Nuevas estrategias comunicativas para negocios emergentes en el sector de la moda y los accesorios. Trabajo Fin de Grado. Universidad Complutense de Madrid. Recuperado de https://eprints.ucm.es/id/eprint/74011/ Oberlo. (2022). Estadísticas Instagram 2021. https://www.oberlo.es/blog/estadisticas-de-instagram
  • Padilla Castillo, G. y Oliver González, A. B. (2018). Instagramers e influencers. El escaparate de la moda que eligen los jóvenes menores españoles. aDResearch ESIC International Journal of Communication Research, 18(18), 42-59. Recuperado de https://doi.org/10.7263/adresic-018-03
  • Padilla-Castillo, G., & Rodríguez-Hernández, J. (2022). Sustainability in TikTok after COVID-19. The viral influencers in Spanish and their micro-actions. Estudios sobre el Mensaje Periodístico, 28(3), 573-585. Recuperado de https://doi.org/10.5209/esmp.81133
  • Peisajovich, S. (2022). Fashion Film, entre el cine y la moda. Cuadernos Del Centro De Estudios De Diseño Y Comunicación, (152), 85-92. Recuperado de https://doi.org/10.18682/cdc.vi152.6680
  • Ryzhova, A. (2022). Motivated by political beliefs, not only by language: How Russian speakers in Germany compose their transnational news repertoires. Journalism, online, 1-20.Recuperado de https://doi.org/10.1177/14648849221130557
  • Sandhu, A. (2022). When sarees speak: Saree pacts and social media narratives. Feminist Theory, 23(3), 386-406. Recuperado de https://doi.org/10.1177/14647001221085910
  • Sarwatay, D., Lee, J., & Kaye, D. B. V. (2022). Exploring children’s TikTok cultures in India: Negotiating access, uses, and experiences under restrictive parental mediation. Media International Australia, online.Recuperado de https://doi.org/10.1177/1329878X221127037
  • Segura-Mariño, A. G., Paniagua-Rojano, F. J., & Fernández-Sande, M. (2020). Methodology to evaluate university communication on Facebook and Twitter. Revista Prisma Social, (28), 127-144. Recuperado de https://revistaprismasocial.es/article/view/3357
  • Sendino, S. (2022). Qué empresas forman Meta Platforms, de Mark Zuckerberg. TecnoXplora. La Sexta. Recuperado de https://www.lasexta.com/tecnologia-tecnoxplora/internet/que-empresas-forman-meta-platforms-mark-zuckerberg_20220425626698192dc8df0001901f02.html
  • Soto, H. M. (2022). Estéticas en Tik Tok: entre lo histórico y lo digital. Cuadernos Del Centro De Estudios De Diseño Y Comunicación, (152), 199-209. Recuperado de https://doi.org/10.18682/cdc.vi152.6688
  • Statista. (2022). Redes sociales con mayor número de usuarios activos a nivel mundial en enero de 2022 (en millones). Recuperado de https://es.statista.com/estadisticas/600712/ranking-mundial-de-redes-sociales-por-numero-de-usuarios/
  • The Social Media Family. (2022). VII Informe del uso de las redes sociales en España 2021. Recuperado de https://thesocialmediafamily.com/informe-redes-sociales/
  • Trunfio, M., & Della Lucia, M. (2019). Engaging Destination Stakeholders in the Digital Era: The Best Practice of Italian Regional DMOs. Journal of Hospitality & Tourism Research, 43(3), 349-373. Recuperado de https://doi.org/10.1177/1096348018807293
  • Wahid, R., Karjaluoto, H., Taiminen, K., & Asiati, D. I. (2022). EXPRESS: Becoming TikTok Famous: Strategies for Global Brands to Engage Consumers in an Emerging Market. Journal of International Marketing, online. Recuperado de https://doi.org/10.1177/1069031X221129554We Are Social y Hootsuite. (2022). Digital Report 2022. https://wearesocial.com/es/blog/2022/01/digital-2022/
Fuente de los datos: Dialnet