We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Identificación de publicidad y estrategias para la creación de contenidos de instagramers en español: estudio de caso de 45 perfiles.
- Authors
Monge-Benito, Sergio; Elorriaga-Illera, Angeriñe; Jiménez-Iglesias, Estefanía; Olabarri-Fernández, Elena
- Abstract
The professional instagrammers offer engaging content that mixes with advertising to attract audiences in the hundreds of thousands. This article examines 45 Instagram accounts of Spanish-speaking influencers that publish content of different themes (maternity and child raising, fashion, cosmetics, and fitness) and for different audience sizes: medium (100.000-1.000.000) and big audiences (more than a million). Content analysis methodology is used with 4500 posts. Differences and similarities in disclosure and content creation strategies are discussed by theme and audience size. The results show that the content in Instagram is functioning as an undisclosed advertising space: brands are present in 2 out of 3 posts. However, in 80% of the cases the promotional nature of the content is not disclosed.
- Subjects
CHILD rearing; BRANDING (Marketing); AWARENESS advertising; CONTENT analysis; ADVERTISING; AUDIENCES
- Publication
Estudios sobre el Mensaje Periodistico, 2021, Vol 27, Issue 4, p1151
- ISSN
1134-1629
- Publication type
Article
- DOI
10.5209/esmp.72869