The body as a brand in social media: Analyzing Digital Fitness Influencers as Product Endorsers

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

doi:10.5565/rev/athenea.2614

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

Autores/as

Marianny Jessica de Brito Silva Federal University of Pernambuco https://orcid.org/0000-0001-5567-3657
Salomão Alencar de Farias Federal University of Pernambuco -UFPE – Brazil, and Georgia State University, Atlanta, USA. https://orcid.org/0000-0001-5415-2606
Michelle Helena Kovacs Grigg Breda University of Applied Sciences - Netherlands https://orcid.org/0000-0002-3230-7117
Maria de Lourdes de Azevedo Barbosa Federal University of Pernambuco -UFPE - Brazil https://orcid.org/0000-0002-1790-380X

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

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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.