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- Title
El uso de Instagram por niños youtubers: gestión de la marca personal, autopromoción y contenidos publicitarios.
- Authors
Fernández-Gómez, Erika; Caluori Funes, Romina; San Emeterio, Begoña Miguel; Feijoo-Fernández, Beatriz
- Abstract
This article addresses how youtubers children become instagramers to manage their own brand, connect with their audience and create advertising contents. A content analysis has been carried out on 188 messages published by 12 accounts in Spanish from March 14 to April 26, 2020. Kidsfluencers (influencers under 15 years of age) use this channel to manage their personal brand and self-promotion. Original content has been found for Instagram and a timid presence of videos from Tik Tok, the predominance of the vblog format and portraits that achieve a greater connection with the audience. But there is also a significant presence of third-party brands that are not signaled as has already been reported in previous studies for its main channel, YouTube. It can be difficult to identify commercial intentions of this contents between younger audiences.
- Subjects
SELF-promotion; CONTENT analysis; ADVERTISING; BRAND name products; INTENTION; AUDIENCES
- Publication
Estudios sobre el Mensaje Periodistico, 2021, Vol 27, Issue 4, p1089
- ISSN
1134-1629
- Publication type
Article
- DOI
10.5209/esmp.75754