The body as a brand in social media: Analyzing Digital Fitness Influencers as Product Endorsers
Abstract
New social actors have emerged with the social media. Among them, we highlighted the digital influencers, people who have millions of online followers, and induce them in favor or against products and brands to be consumed. Therefore, we aimed to analyze this endorsement process carried out by digital influencers in their online profiles, having as research field the fitness market that encourages people to evaluate and work tirelessly in their bodies. We used the Semiotic Image Analysis to investigate the postings of three Brazilian digital fitness influencers and identified four categories that configure the post format: body exposure, body extension, interaction between influencer and brand/product, and interaction between influencer and followers. By means of these categories, we identified that these influencers act as brand avatars, creating an intense link with these products, exposing their bodies in advertisements and extending the meanings of their good shape to endorsed goods and services.Keywords
Social media, Social influence, PersuasionReferences
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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
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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
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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.
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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.
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