Influencers y marcas de moda de lujo en Instagram. Efectos de las acciones mediadas por prescriptores en la relación con el usuario

  1. Tania Blanco Sánchez 1
  2. Belén Moreno Albarracín 2
  1. 1 Universidad de Extremadura
    info

    Universidad de Extremadura

    Badajoz, España

    ROR https://ror.org/0174shg90

  2. 2 San Jose State University
    info

    San Jose State University

    San José, Estados Unidos

    ROR https://ror.org/04qyvz380

Journal:
Icono14

ISSN: 1697-8293

Year of publication: 2024

Issue Title: LTE1- Expresiones de Odio. LTE2-Branding y prescriptores de marca online

Volume: 22

Issue: 1

Type: Article

DOI: 10.7195/RI14.V22I1.2093 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Icono14

Abstract

Os influenciadores atuam no Instagram como imagens de marcas que transcendem o seu pessoal. No entanto, faltam pesquisas focadas no vínculo que se gera entre a marca e o usuário a partir da colaboração entre essas empresas e determinados prescritores. ¿Influencia esse relacionamento se um influenciador participar do conteúdo? Para responder a esta questão de investigação, propõe-se um estudo com o objetivo geral de analisar a relação entre as marcas de luxo mais seguidas no Instagram e os seus seguidores em torno de colaborações com influenciadores em perfis corporativos, através da ação em si e da participação do prescritor no conteúdo. Para isso, é realizada uma análise comparativa de conteúdo de natureza quantitativa e qualitativa, a fim de realizar um estudo de engajamento e da mensagem de cada ação. A amostra é composta pelos 387 posts publicados por Gucci, Chanel, Louis Vuitton, Dolce & Gabbana e Dior de 10 de fevereiro a 7 de março de 2023, quando acontecem as principais semanas de moda. Os resultados mostram que o percentual de engajamento de uma ação é maior se um influenciador participar dela. Da mesma forma, foram detectados outros dois elementos que influenciam o comprometimento gerado pela publicação: o conteúdo da postagem, focado no contexto profissional do influenciador; e o perfil do prescritor, com predomínio do macroinfluenciador sobre o microinfluenciador.

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