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

Athenea Digital. Revista de pensamiento e investigación social

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Field Value
 
Title The body as a brand in social media: Analyzing Digital Fitness Influencers as Product Endorsers
El cuerpo como marca en internet: análisis de influencers digitales fitness como promotores de producto
 
Creator Silva, Marianny Jessica de Brito; Federal University of Pernambuco
Farias, Salomão Alencar de; Federal University of Pernambuco -UFPE – Brazil, and Georgia State University, Atlanta, USA.
Grigg, Michelle Helena Kovacs; Breda University of Applied Sciences - Netherlands
Barbosa, Maria de Lourdes de Azevedo; Federal University of Pernambuco -UFPE - Brazil
 
Subject Social media; Social influence; Persuasion
Redes sociales; Influencia social; Persuasión
 
Description 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.
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.
 
Publisher Departament de Psicologia Social. Universitat Autònoma de Barcelona
 
Contributor CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior

 
Date 2021-02-25
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion

Peer-reviewed article
Qualitative study, in a virtual environment, using the Semiotic Image Analysis.
Artículo revisado por pares




 
Format application/pdf
 
Identifier https://atheneadigital.net/article/view/v21-1-silva
10.5565/rev/athenea.2614
 
Source Athenea Digital. Revista de pensamiento e investigación social; Vol. 21, Núm. 1 (2021); e-2614
Athenea Digital. Revista de pensamiento e investigación social; Vol. 21, Núm. 1 (2021); e-2614
Athenea Digital. Revista de pensamiento e investigación social; Vol. 21, Núm. 1 (2021); e-2614
Athenea Digital. Revista de pensamiento e investigación social; Vol. 21, Núm. 1 (2021); e-2614
Athenea Digital. Revista de pensamiento e investigación social; Vol. 21, Núm. 1 (2021); e-2614
Athenea Digital. Revista de pensamiento e investigación social; Vol. 21, Núm. 1 (2021); e-2614
1578-8946
2014-4539
 
Language eng
 
Relation https://atheneadigital.net/article/view/v21-1-silva/2614-pdf-en
https://atheneadigital.net/article/downloadSuppFile/v21-1-silva/1209
https://atheneadigital.net/article/downloadSuppFile/v21-1-silva/1210
https://atheneadigital.net/article/downloadSuppFile/v21-1-silva/1211
https://atheneadigital.net/article/downloadSuppFile/v21-1-silva/1212
https://atheneadigital.net/article/downloadSuppFile/v21-1-silva/1213
https://atheneadigital.net/article/downloadSuppFile/v21-1-silva/1214
https://atheneadigital.net/article/downloadSuppFile/v21-1-silva/1215
https://atheneadigital.net/article/downloadSuppFile/v21-1-silva/1216
https://atheneadigital.net/article/downloadSuppFile/v21-1-silva/1217
https://atheneadigital.net/article/downloadSuppFile/v21-1-silva/1218
https://atheneadigital.net/article/downloadSuppFile/v21-1-silva/1219
 
Rights Copyright (c) 2021 Marianny Jessica de Brito Silva Brito Silva, Salomão Alencar de Farias Alencar de Farias, Michelle Helena Kovacs Grigg Kovacs Grigg, Maria de Lourdes de Azevedo Barbosa de Azevedo Barbosa
http://creativecommons.org/licenses/by/4.0
 

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