El cuerpo como marca en internet: análisis de influencers digitales fitness como promotores de producto

Autores/as

Resumen

Han surgido nuevos actores sociales con Internet. Entre ellos, destacamos a los influencers digitales, personas que tienen millones de seguidores online, y los influyen a favor o en contra de productos y marcas para ser consumidos. Nos propusimos analizar este proceso de aval que realizan los influencers digitales en sus perfiles online, teniendo como campo de investigación el mercado del fitness que incita a las personas a evaluar y trabajar incansablemente en su cuerpo. Utilizamos el Análisis de imagen semiótica para investigar las publicaciones de tres influencers brasileños e identificamos cuatro categorías que configuran el formato de la publicación: exposición corporal, extensión corporal, interacción entre influencer y marca/producto, e interacción entre influencer y seguidores. Mediante estas categorías, identificamos que estos influencers actúan como avatares de marca, creando un vínculo intenso con productos, exponiendo sus cuerpos en anuncios y extendiendo los significados de su buena forma a bienes y servicios avalados.

Palabras clave

Redes sociales, Influencia social, Persuasión

Citas

Albinsson, Pia A.; Perera, P. Yasanthi & Shows, G. David. (2017). Pursuing fitness: how dialectic goal striving and intersubjectivity influence consumer outcomes. Consumption Markets & Culture, 20(1), 35-58. https://doi.org/10.1080/10253866.2016.1172213

Almeida, Marcos I. S.; Coelho, Ricardo L. F.; Camilo-Junior, Celso G. & Godoy, Rafaella M. F. (2018). Who Leads Your Opinion? Opinion Leaders’ Influence on Virtual Engagement. RAC- Revista de Administração Contemporânea, 22(1), 115-137. https://doi.org/10.1590/1982-7849rac2018170028

Araujo, Theo; Neijens, Peter & Vliegenthart, Rens. (2016). Getting the word out on Twitter: the role of influentials, information brokers and strong ties in building word-of-mouth for brands. International Journal of Advertising, 36(3), 496-513. https://doi.org/10.1080/02650487.2016.1173765

Belinska, Solvita. (2018). Representation of Woman’s Body on Instagram: Qualitative Content Analysis of the year 2018 posts of top fitness influencer Michelle Lewin. Unpublished doctoral disertation, University School of Humanities.

Belk, Russell W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15, 139-168. https://doi.org/10.1086/209154

Belk, Russell W. (2014). Digital consumption and the extended self. Journal of Marketing Management, 30(1/2), https://doi.org/10.1080/0267257X.2014.939217

Bisma, Nasir; Abbas, Tanveer; Abrar, Muhammad & Iqbal, Asif. (2017). Impact of television advertisement on unhealthy weight control behaviors and eating disorders: Mediating role of body image. Pakistan Administrative Review, 1(1), 42-60.

Booth, Norman & Matic, Julie Ann. (2011). Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corporate Communications: An International Journal, 16(3), 184-191. https://doi.org/10.1108/13563281111156853

Castells, Manuel. (2011). The rise of the network society: The information age: Economy, society, and culture (Vol. 1). Wiley-Blackwell.

Centeno, Dave & Wang, Jeff J. (2017). Celebrities as human brands: An inquiry on stakeholder-actor co-creation of brand identities. Journal of Business Research, 74, 133-138. https://doi.org/10.1016/j.jbusres.2016.10.024

Crossley, Nick. (2005). Mapping Reflexive Body Techniques: On Body Modification and Maintenace. Body & Society, 11(1), 1-35. https://doi.org/10.1177/1357034x05049848

Fontanille, Jacques. (2019). As vias (e as vozes) do afeto. Galáxia, 137-162. https://doi.org/10.1590/1982-25532019545632

Fuchs, Christian. (2014/2017). Social Media: A Critical Introduction. Sage.

Godey, Bruno; Manthiou, Aikaterini; Pederzoli, Daniele; Rokka, Joonas; Aiello, Gaetano; Donvito, Raffaele & Singh, Rahul. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841. https://doi.org/10.1016/j.jbusres.2016.04.181

Goellner, Silvana V. (2008). Deporte y Cultura Fitness: La Generización de Los Cuerpos Contemporáneos. Revista Digital Universitaria, 9(7), 3-11.

Han, Byung-Chul. (2012/2018). La agonia del Eros. Herder Editorial.

Hanna, Richard; Rohm, Andrew & Crittenden, Victoria L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54, 265—273. https://doi.org/10.1016/j.bushor.2011.01.007

Holt, Douglas. (2016). Branding in the Age of Social Media. Harvard Business Review,41-50.

IHRSA, International Health, Racquet & Sportsclub Association. (2017, agosto). Relatório Global IHRSA 201 mil academias 83,1 bilhões de dólares 162 milhões de clientes Fitness cresce no mundo e Brasil ainda sofre com a crise econômica. Revista ACAD Brasil, pp. 10-21.

Jin, Seung-A. A. & Phua, Joe. (2014). Following Celebrities’ Tweets About Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification with Celebrities. Journal of Advertising, 43(2), 181-195. https://doi.org/10.1080/00913367.2013.827606

Kapitan, Sommer & Silvera, David H. (2016). From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness. Marketing Letters, 27, 553-567. https://doi.org/10.1007/s11002-015-9363-0

Kuchler, Hannah. (2017) Instagram Adds 100m Users in 4 Months [online]. Financial Times. www.ft.com/content/d14bab90-29fd-11e7-bc4b-5528796fe35c.

Lim, Xin J.; Radzol, Aifa F.; Cheah, Jun-Hwa & Wong, Mun W. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2), 19-36. https://doi.org/10.14707/ajbr.170035

Liu, Brooke F.; Jin, Yan; Briones, Rowena & Kuch, Beth. (2012). Managing turbulence in the blogosphere: Evaluating the blog-mediated crisis communication model with the American red-cross. Journal of Public Relations Research, 24(4), 353-370. https://doi.org/10.1080/1062726x.2012.689901

Maguire, Jennifer S. (2002). Body Lessons: Fitness Publishing and the Cultural Production of the Fitness Consumer. International Review For The Sociology Of Sport, 37(3-4), 449-464. https://doi.org/10.1177/1012690202037004896

Maguire, Jennifer S. (2008). Fit for Consumption: Sociology and the business of fitness. Routledge.

Mangold, W. Glynn & Faulds, David J. (2009). Social media: the new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365. https://doi.org/10.1016/j.bushor.2009.03.002

Matos, Alice. [@alice]. (n.d.). Posts [Instagram Profile] Retrieved December 28, 2018 from https://www.instagram.com/alice/?hl=pt-br.

Matos, Alice. [@alice]. (2018a, October 4). build the life (emoji coração azul) you love. Outfit: @labellamafia FREE SHIPPING WORLDWIDE (emoji avião) (emoji caixa de papelão) [Photograph and text]. Instagram. https://www.instagram.com/p/BohSOIGg5_1/?igshid=m2ozdmy53yrl

Matos, Alice. [@alice]. (2018b, October 22). It's Monday and it's time to go #beastmode (emoji carinha debochada). Powerade by @coachbueno [Photograph]. Instagram. https://www.instagram.com/p/BpPfNyGA_Ts/?igshid=pum2r9358qm5

Matos, Alice. [@alice]. (2018c, October 26). Success is a decision. GIRL BOSS FOR REAL #labellamafia #factory #brazil. Tem entrevista pra @RevistaVersar Santa Catarina aqui na fábrica da @Labellamafia [Photograph]. Instagram. https://www.instagram.com/p/BpaLEwNghMO/?igshid=4c7komwjm9tz

Matos, Alice. [@alice]. (2018d, October 30). Love yourself enough to live a healthy lifestyle. Emagrecer sem passar fome comendo massa parece surreal né! #soquenao rsrs As massas @konjacmassa [Photograph and text]. Instagram. https://www.instagram.com/alice/?hl=pt-br.

Matos, Alice. [@alice]. (2018e, October 23). After a true fitness weekend, it's time for a spin at São Paulo Fashion Week (emoji carinha com óculos escuros). [Photograph]. Instagram. https://www.instagram.com/p/BpSDyEdgOVk/?igshid=18nld0gibh9fm

Matos, Alice. [@alice]. (2018f, October 29). New Monday, new week, new goals (emoji de coração preto). Desejando esse bronze e embarcar pra a próxima trip [Photograph and text]. Instagram. https://www.instagram.com/p/Bph5ta1gwZJ/?igshid=13zplqji1quxi

Matos, Alice. [@alice]. (2018g, October 02). life is sweet (emoji do coração rosa em vários em tons de rosa) Happy Tuesday! Quando bate aquela vontade de comer doce [Photograph and text]. Instagram. https://www.instagram.com/alice/?hl=pt-br.nd

Matos, Alice. [@alice]. (2018h, October 10). Your success is found in your daily routine. @konjacmassa_mf #konjacmassamf #lowcarb #glutenfree #massafitness #functionalfood #healthyfood [Photograph and text]. Instagram. https://www.instagram.com/p/BowWaebggdP/?igshid=zl3yezdxnot5

Matos, Alice. [@alice]. (2018i, October 29). Hello Monday, let's do this! At the last expo in great company... With my #wheyproteinisolated @nutrata & @labellamafia [Photograph]. Instagram. https://www.instagram.com/p/BphPSNCg_qA/?igshid=19q22t4e937bi

Matos, Alice. [@alice]. (2018j, October 6). A cloudy day in paradise. What are you doing on Saturday? Dia nublado por aqui... Oq vocês estão fazendo nesse sábado! [Text]. Instagram. https://www.instagram.com/p/BomtE3jgx-C/?igshid=7zr9xm8vrv15

Matos, Alice. [@alice]. (2018k, October 31). Pra depois do almoço qndo bate a vontade de comer doce! Esses são o meu "dois amores" (dois emojis carinhas apaixonadas) [Text]. Instagram. https://www.instagram.com/p/Bpmbf3wgnCn/?igshid=1u8iqkxbss5s4

Matos, Alice. [@alice]. (2018l, October 16). Fall in love with take care of yourself (emoji com coração azul) Um vício chamado chocolate [Text]. Instagram. https://www.instagram.com/alice/?hl=pt-br.

Matos, Alice. [@alice]. (2018m, October 17). I'm excited to go to the first @mrolympiabrazil with @labellamafia during this weekend in São Paulo. [Text]. Instagram. https://www.instagram.com/p/BpCXD_UghuA/?igshid=4rhkn1h3y79w

Matos, Alice. [@alice]. (2018n, October 20). The future of fitness is now! Empolgada pra o segundo dia da expo. Lá no stories dá pra acompanhar o [Text]. Instagram. https://www.instagram.com/p/BpKWk8TAl_m/?igshid=1spgv80f0h2v4

Matos, Alice. [@alice]. (2018o, October 31). guess where my next destination will be? The trip is in a week. (emoji de avião decolando) (frase anterior traduzida para português) [Text]. Instagram. https://www.instagram.com/p/BpnDRxTAakK/?igshid=c9w56kzvh4aa

Meikle, Graham. (2016). Social Media: Communication, Sharing and Visibility. Routledge.

Meyers, Cynthia B. (2017). Social Media Influencers: A Lesson Plan for Teaching Digital Advertising Media Literacy. Advertising & Society Quarterly, 18(2), 1-31. https://doi.org/10.1353/asr.2017.0018

Momany, Muaid & Alshboul, Abdullah. (2016). Social media marketing: utilizing social media to advance brand awareness and increase online sales. International Journal of Business, Marketing, and Decision Sciences, 9(1), 33-54.

Osborne-Gowey, Jeremiah. (2014). What Is Social Media? Fisheries, 39(2), 55. https://doi.org/10.1080/03632415.2014.876883

Penn, Gemma. (2000). Semiotic analysis of still images. In Martin W. Bauer & George Gaskell (Eds.), Qualitative researching with text, image, and sound: A practical handbook (Chapter 13). Sage. https://doi.org/10.4135/9781849209731.n13

Power, Alison. (2014). What is social media? British Journal of Midwifery, 22(12), 896-897. https://doi.org/10.12968/bjom.2014.22.12.896

Powers, Devon & Greenwell, DM. (2016). Branded fitness: Exercise and promotional culture. Journal of Consumer Culture, 17(3), 523-541. https://doi.org/10.1177/1469540515623606

Pugliesi, Gabriela [@gabrielapugliesi]. (n.d.). Posts [Instagram Profile] Retrieved December 28, 2018 from https://www.instagram.com/gabrielapugliesi/

Pugliesi, Gabriela [@gabrielapugliesi]. (2018a October 8). O silêncio e o contato com a natureza afinam cada vez mais nossa sintonia com o universo. [Photograph and text]. Instagram. https://www.instagram.com/p/Boq-gvdgqG6/?igshid=17lh9d93rdp2m

Pugliesi, Gabriela [@gabrielapugliesi]. (2018b, October 1). Nós somos a natureza, e não parte dela (emoji de plantinha na terra) #Conexão. @galeriatricot [Photograph]. Instagram. https://www.instagram.com/p/BoZitfKgeVR/?igshid=sat2j1u04bam

Pugliesi, Gabriela [@gabrielapugliesi]. (2018c, October 17). Bom dia v(emoji da planta na terra)da! @galeriatricot [Photograph]. Instagram. https://www.instagram.com/p/BpB37KBAmvt/?igshid=k8t8zh435u1h

Pugliesi, Gabriela [@gabrielapugliesi]. (2018d, October 19). Quem aí já olhou pro céu e agradeceu hoje? (emoji mãos juntas - orando) (emoji coração vermelho) @valisere (emoji flor rosa) [Photograph and text]. Instagram. https://www.instagram.com/p/BpHwuz2gE_p/?igshid=irdupdoacc3w

Pugliesi, Gabriela [@gabrielapugliesi]. (2018e, October 10). Hello Paradise (emoji de coqueiro) @oneandonlypalmilla. (emoji de biquíni roxo) @hypebeachwear #OneAndOnlyAroundBrazil [Photograph]. Instagram. https://www.instagram.com/p/Bow7B86gSXZ/?igshid=12lo4y1x5dsl7

Pugliesi, Gabriela [@gabrielapugliesi]. (2018f, October 10) Bowl do amor! Amo misturar tudo q é saudável e nutrir meu corpo e alma de energia. [Photograph and text]. Instagram. https://www.instagram.com/p/BpNAWnBg7nc/?igshid=tqit5tvuckv9

Pugliesi, Gabriela [@gabrielapugliesi]. (2018g, October 29) Vinyasa pra começar a semana (emoji mão unidas - orando) (emoji "terço" indiano vermelho) @bodyforsure #pugli33 #yoga #vinyasa [Photograph]. Instagram. https://www.instagram.com/p/BphsnGtlXc6/?igshid=16mn2lobefrs7

Pugliesi, Gabriela [@gabrielapugliesi]. (2018h, October 24) Boom diaaa!! Café com leite é aquela bebidinha gostosa, confortável, nostálgica (pelo menos pra mim) e energética! [Photograph and text]. Instagram. https://www.instagram.com/p/BpUAncRgeye/?igshid=123ut5enz0qrm

Pugliesi, Gabriela [@gabrielapugliesi]. (2018i, October 15) (emoji feliz com mãos acenando). @hypebeachwear [Photograph]. Instagram. https://www.instagram.com/p/Bo9rhKhgpWU/?igshid=14le1ta7kgfg6

Pugliesi, Gabriela [@gabrielapugliesi]. (2018j, October 20). O dia já começou maravilhoso! O treino perfeito! Energia perfeita! Tks @studio.kore ! [Photograph]. Instagram. https://www.instagram.com/p/BpKPfEDAxRf/?igshid=166jxrpq6s6qg

Pugliesi, Gabriela [@gabrielapugliesi]. (2018k, October 18). Qdo @bodyforsure é look de gym e look do dia tbm! Amo mto! A loja tá incrível [Text]. Instagram. https://www.instagram.com/p/BpFPoEOAZPQ/?igshid=o74uf7lfkrhq

Pugliesi, Gabriela [@gabrielapugliesi]. (2018l, October 11). Um quarto desse (emoji de balão de pensamento) @oneandonlypalmilla #Mexico #LosCabos #OneAndOnlyAroundBrazil [Text]. Instagram. https://www.instagram.com/p/Bozfxbigigk/?igshid=2oa3cs10gy1u

Pugliesi, Gabriela [@gabrielapugliesi]. (2018m, October 27). Agora sério: Pega o @docemaisfit de beijinho de coco e deixa no freezer por uns minutos! PQP (oito emojis carinhas apaixonadas) [Text]. Instagram. https://www.instagram.com/p/BpcoL9ABYXv/?igshid=re56mq2rzjmw

Pugliesi, Gabriela [@gabrielapugliesi]. (2018n, October 16). Impossível sobrar alguma (emoji assustado - o grito)! Quer me deixar feliz? Me dá pipoca doce! Eu sou enlouquecida, desde pequena [Text]. Instagram. https://www.instagram.com/p/Bo-ZJjCgJO9/?igshid=a64omaltyx5o

Pugliesi, Gabriela [@gabrielapugliesi]. (2018o, October 1). "Segunda eu começo" chegou!! Bora (emoji de mão fazendo sinal de paz) @bodyforsure [Text]. Instagram. https://www.instagram.com/p/BoY5Dv7gsdw/?igshid=ijrdwr78ho9n

Pugliesi, Gabriela [@gabrielapugliesi]. (2018p, October 5). Já provaram a balinha sem açúcar sabor açaí da @finibrasil?! Agora n sei qual eu gosto mais [Text]. Instagram. https://www.instagram.com/p/BokDJx_g_t6/?igshid=47dy5xyq4o7l

Pugliesi, Gabriela [@gabrielapugliesi]. (2018q, October 5). Uma das melhores coisas já inventadas: @singubr (emoji de mão com unhas sendo pintadas)! [Text]. Instagram. https://www.instagram.com/p/BohyHT_gAAj/?igshid=1uw1ao3q55yo2

Pugliesi, Gabriela [@gabrielapugliesi]. (2018r, October 22). Agora levo a caixa comigo pq onde eu vou todo mundo quer provar o @desincha (emoji com xícara de chá) [Text]. Instagram. https://www.instagram.com/p/BpPR3mhAl4C/?igshid=1q531o292w63b

Pugliesi, Gabriela [@gabrielapugliesi]. (2018s, October 31). Bem hidratadinhas tomando @fivediamondsoficial todos os dias (emoji metade de um coco) ! É água de coco em pó. [Text]. Instagram. https://www.instagram.com/p/BpmZqAPlC8d/?igshid=18v5sljan62wj

Roth, Anna & Zawadzki, Tomasz. (2018). Instagram as a tool for promoting superfood products. Annals of Marketing Management & Economics - International Journal, 4(1), 101-114. https://doi.org/10.22630/AMME.2018.4.1.8

Salimeni, Juliana. [@jujusalimeni]. (n.d.). Posts [Instagram Profile] Retrieved December 28, 2018 from https://www.instagram.com/jujusalimeni/?hl=pt-br.

Salimeni, Juliana. [@jujusalimeni]. (2018a, October 2). E o tanto que esse conjuntinho da @chocolatedoceoficial é fofo meninas? Biker shorts é tendência e supervaloriza o corpo!! [Photograph and text]. Instagram. https://www.instagram.com/p/BoaKgOmA8Dn/?igshid=qc80ep3yq1hu

Salimeni, Juliana. [@jujusalimeni]. (2018b, October 5). Sextou né mores?? Bora colocar aquele som e entrar na vibe!! @newmillensuplementos. [Photograph]. Instagram. https://www.instagram.com/jujusalimeni/?hl=pt-br .

Salimeni, Juliana. [@jujusalimeni]. (2018c, October 13). Começa amanhã a maior feira fitness do Brasil, a @brtradingfitness !! Eu vou estar lá no stand da @chocolatedoceoficial [Photograph and text]. Instagram. https://www.instagram.com/p/BpF-uLqFJOC/?igshid=1qp4dh3iuf64q

Salimeni, Juliana. [@jujusalimeni]. (2018d, October 16). Olha isso mulherada!! Que perfeição são os Apliques de luxo da @todalindamegahairoficial !! Eu amo pq são super práticos [Photograph and text]. Instagram. https://www.instagram.com/jujusalimeni/?hl=pt-br.

Salimeni, Juliana. [@jujusalimeni]. (2018e, October 13). Essa semana teve inauguração do novo espaço @primeivl na minha @clinicasalimeni !! Toda a linha funcional de café, chocolate e capuccino zero açúcar [Photograph and text]. Instagram. https://www.instagram.com/jujusalimeni/?hl=pt-br.

Salimeni, Juliana. [@jujusalimeni]. (2018f, October 26). O bonito é te ver lutar, Acreditar, Nada abala um coração corajoso. O bonito é te ver resistir.Te ver [Photograph and text]. Instagram. https://www.instagram.com/p/BpZupPnl6lp/?igshid=kxu6cjfy9wtk

Salimeni, Juliana. [@jujusalimeni]. (2018g, October 11). SORTEIO REALIZADO!! [Photograph and text]. Instagram. https://www.instagram.com/jujusalimeni/?hl=pt-br.

Salimeni, Juliana. [@jujusalimeni]. (2018h, October 30). Eu sou suspeita pra falar pq simplesmente amo minha coleção de tênis @hardcorefootwear !! Me fala se não é um [Photograph and text]. Instagram. https://www.instagram.com/p/BpjsAJhl2NA/?igshid=1iwkdxk1oeayu

Salimeni, Juliana. [@jujusalimeni]. (2018i, October 31). Nossos olhares são capazes de causar um incêndio onde tudo era faísca (emoji do céu escuro com três estrelas) (óculos deuso [Photograph]. Instagram. https://www.instagram.com/p/Bpk-QhNlklN/?igshid=12efafekkgdvm

Salimeni, Juliana. [@jujusalimeni]. (2018j, October 22). O q foi esse vestido da @chocolatedoceoficial que usei ontem no último dia da nossa feira @brtradingfitness ?? Eu simplesmente [Text]. Instagram. https://www.instagram.com/jujusalimeni/?hl=pt-br.

Salimeni, Juliana. [@jujusalimeni]. (2018k, October 18). Olhe pro seu amor como eu olho pra minha @mandubim com mel. As pastas @mandubim são as mais deliciosas do. [Text]. Instagram. https://www.instagram.com/jujusalimeni/?hl=pt-br.

Salimeni, Juliana. [@jujusalimeni]. (2018l, October 4). Hoje é dia de #tbt, então eu escolhi esse q é recente mas já deu pra sentir saudade!!. [Text]. Instagram. https://www.instagram.com/jujusalimeni/?hl=pt-br.

Salimeni, Juliana. [@jujusalimeni]. (2018m, October 20). Primeiro dia da nossa @brtradingfitness !! Temos muito orgulho de sermos embaixadores dessa feira que já se tornou referência no [Text]. Instagram. https://www.instagram.com/jujusalimeni/?hl=pt-br.

Salimeni, Juliana. [@jujusalimeni]. (2018n, October 1). Sensualizany com a cinta modeladora da @sitelojamodafashion !! Sou totalmente a favor de tudo q pode ajudar a gente se. [Text]. Instagram. https://www.instagram.com/jujusalimeni/?hl=pt-br.

Salimeni, Juliana. [@jujusalimeni]. (2018o, October 5). É mais fôlego pro seu treino que vc precisa?? Então vc tem que experimentar o PEAK 02 da @oficialfarma !! [Text]. Instagram. https://www.instagram.com/jujusalimeni/?hl=pt-br.

Salimeni, Juliana. [@jujusalimeni]. (2018p, October 25). Você já ouviu falar do Morosil da @oficialfarma ?? Esse produto já é o queridinho de atletas e da galera [Text]. Instagram. https://www.instagram.com/jujusalimeni/?hl=pt-br.

Scott, Rebecca; Cayla, Julien & Cova, Bernard. (2017). Selling Pain to the Saturated Self. Journal of Consumer Research, 44(1), 22-43. https://doi.org/10.1093/jcr/ucw071

Sibilia, Paula. (2008). O show do eu: a intimidade como espetáculo. Nova Fronteira.

Sibilia, Paula. (2010). Celebridade para todos: um antídoto contra a solidão? Ciência e Cultura, 62(2), 52-55. http://cienciaecultura.bvs.br/scielo.php?script=sci_arttext&pid=S0009-67252010000200022&lng=en&tlng=pt.

Sueitti, Marco A. & Sueitti, Aline P. (2015). A Corpolatria e os Transtornos da Imagem Corporal: Uma Realidade que Exige Atenção e Cuidado. Protestantismo em Revista, 37, 102-111. https://doi.org/10.22351/nepp.v37i0.2645

Uzunoglu, Ebru & Kip, Sema M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592-602. https://doi.org/10.1016/j.ijinfomgt.2014.04.007

Vogel, Erin A.; Rose, Jason P.; Okdie, Bradley M.; Eckles, Katheryn & Franz, Brittany. (2015). Who compares and despairs? The effect of social comparison orientation on social media use and its outcomes. Personality and Individual Differences, 86, 249-256. https://doi.org/10.1016/j.paid.2015.06.026

Wedow, Robbee; Masters, Ryan; Mollborn, Stefanie; Schnabel, Landon & Boardman, Jason. (2017). Body size reference norms and subjective weight status: A gender and life course approach. Social Forces, 96(3), 1377-1409. https://doi.org/10.1093/sf/sox073

Biografía del autor/a

Marianny Jessica de Brito Silva, Federal University of Pernambuco

PhD student in Management by Federal University of Pernambuco – UFPE, Brazil, with a split PhD at Breda University of Applied Sciences, Netherlands, acting in the field of Marketing and Consumer Behavior, working mainly in the following themes: collaborative consumption, sacrifice in consumption, social media, digital influencers, reference groups, and sacred and profane consumption.

Salomão Alencar de Farias, Federal University of Pernambuco -UFPE – Brazil, and Georgia State University, Atlanta, USA.

Bachelor in Business Managemente at State University of Ceará (1987), master in Management at Federal University of Paraíba (1991), and PhD in Business Management at University of São Paulo (1998). Currently, he is a member of brazilian task force advisory board in Georgia State University (USA), being an instructor in this university and Associate Professor at the Federal University of Pernambuco – UFPE – Brazil, working mainly on the following topics: consumer behavior, marketing, internet, service marketing and consumer satisfaction.

Michelle Helena Kovacs Grigg, Breda University of Applied Sciences - Netherlands

Doctorate in Management by Federal University of Pernambuco – UFPE, Brazil, with a split PhD at City University (Cass Business School), England (UK). She is professor in Breda University of Applied Sciences, Netherlands, researching mainly in the field of Consumer Behavior.

Maria de Lourdes de Azevedo Barbosa, Federal University of Pernambuco -UFPE - Brazil

Graduated in Tourism at Federal University of Pará (1985), Master (2001), and PhD in Management at Federal University of Pernambuco/UFPE (2006). Associate Professor I in Department of Hospitality and Tourism and the Graduate Programs in Management and Hospitality and Tourism of UFPE, working mainly on the following topics: Services Marketing and consumer behavior of services.

Publicado

25-02-2021

Cómo citar

Silva, M. J. de B., Farias, S. A. de, Grigg, M. H. K., & Barbosa, M. de L. de A. (2021). El cuerpo como marca en internet: análisis de influencers digitales fitness como promotores de producto. Athenea Digital. Revista De Pensamiento E investigación Social, 21(1), e-2614. https://doi.org/10.5565/rev/athenea.2614

Descargas

Los datos de descargas todavía no están disponibles.