Fashion influencers and Instagram. A quasi-perfect binomial

Authors

  • Cristina González Fernández Freelance journalist specializing in fashion
  • Raquel Martínez-Sanz University of Valladolid, Department of Journalism

DOI:

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

Keywords:

influence marketing, instagramer, social networks, brand communication, millennial

Abstract

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.

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Published

2019-05-20

How to Cite

González Fernández, C., & Martínez-Sanz, R. (2018). Fashion influencers and Instagram. A quasi-perfect binomial. Studies in Communication Sciences, 18(2), 425–437. https://doi.org/10.24434/j.scoms.2018.02.015

Issue

Vol. 18 No. 2: Studies in Communication Sciences

Section

Thematic Section

License

Copyright (c) 2019 Cristina González Fernández, Raquel Martínez-Sanz

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The electronic contributions in the Internet are distributed under the "Creative Commons Attribution – NonCommercial – NoDerivatives 4.0 International" - License (CC BY-NC-ND 4.0). This license allows others to share the work in any medium or format with an acknowledgement of the work's authorship and initial publication in Studies in Communication Sciences SComS. However, the work may not be altered or transformed and it may not be used for commercial purposes. These conditions are irrevocable. The full text of the license may be read under http://creativecommons.org/licenses/by-nc-nd/4.0/deed.en