Influencer en moda y efectos en la imagen de marca. Estudio de roles y tendencia hacia el cambio

Laburpena

Social media are configured as key tools to support corporate communication strategies of companies (Castelló, Del Pino and Ramos, 2014: 24). In parallel, organizations work to communicate their values and to be accessible to the public. In this regard, the role of influencer, strategist and content producer emerges, who dominates online communication (Pérez-Curiel and Clavijo-Ferreira, 2018). Despite being foreign to the organization, it stands out for its independence when developing actions in the field of fashion (Díaz Soloaga, 2017). However, the media impact of influencers can cause a loss of control over the strategic decisions of brands (Sanz-Marcos, Jiménez-Marín & Elías-Zambrano, 2019), generating conflict of interest. The research aims to describe what communication model defines influencers and analyze what factors cause confrontation with brands. Using a comparative content analysis methodology, the Instagram accounts of Spanish influencers, benchmarks in the Fashion sector (Forbes, 2019) are studied. On a general (n1 = 3756) and specific (n2 = 240) sample of posts, the results indicate to what extent the brand values and the corporate image of the company are affected by the egopersonal discourse of these new opinion leaders. Likewise, the trend towards a new organizational behavior is observed, which enhances the product and reduces the role of the influencer.