Fashion influencers and Instagram. A quasi-perfect binomial

Studies in Communication Sciences

Cristina González Fernández¹  Raquel Martínez-Sanz² 

[1] Freelance journalist specializing in fashion;University of Valladolid, Department of Journalism;

关键词: influence marketing;    instagramer;    social networks;    brand communication;    millennial;   

DOI  :  https://doi.org/10.24434/j.scoms.2018.02.015

来源: DOAJ

【 摘 要 】

Influencers, thanks to their ability to connect with the public, have revolutionized brand communication making it less invasive and at the same time attractive and dynamic. This research explores the behavior followed by the main Spanish fashion followers, focusing on the strategies and resources used in their communication through Instagram profiles. The gradual incorporation of men into this sector requires identifying whether the publication of habits in this social network vary or not with respect to the author’s gender. In addition, compliance with Spanish legislation on advertising is monitored, which obliges the authors to explicitly indicate any message that promotes a product or service from a contractual agreement.

【 授权许可】

Unknown