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

Marianny Jessica de Brito Silva, Salomão Alencar de Farias, Michelle Helena Kovacs Grigg, Maria de Lourdes de Azevedo Barbosa

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

Texto completo:

PDF (English)

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