Engagement y evolución de instagramers hispanohablantes  de moda

Erika-Lucia  Gonzalez-Carrion; Ignacio  Aguaded

doi:10.4185/RLCS-2020-1456

Authors

Erika-Lucia Gonzalez-Carrion National University of Loja https://orcid.org/0000-0003-3808-5460
Ignacio Aguaded University of Huelva https://orcid.org/0000-0002-0229-1118

DOI:

https://doi.org/10.4185/RLCS-2020-1456

Keywords:

social media; instagrammer; digital culture; Instagram; engagement; fashion; influencer

Abstract

Introduction: With the technological boom and the deployment of digital devices, the influencer phenomenon has become a world revolution, and a change in the communicative paradigm from which Latin America and Spain are not exempt, which requires an engagement analysis of the users in the participation and interaction with the online contents. Methodology: Mainly quantitative and descriptive with data extraction through monitoring tools Social Blade and Fan Page Karma, which facilitate the information focused on the activity and engagement of influencers on Instagram, as well as the main variables of interaction. Transectional study from February in 2018, 2019 and 2020 in 10 accounts from fashion Spanish-speaking instagrammers (Latin America-Spain). Results: The engagement level from Latin American instagrammers is prominent towards the Spanish. It is not kept a relation between the number of followers and the engagement registered in both cases, where significant variations are observed, but similar trends in the fashion area. Conclusions: The Spanish-speaking instagrammers present a community that comes to millions with a descendant trend in interaction with contents, base of the engagement with their followers, suggesting new correlations between both their ability to influence and the effort devoted in Instagram.

Downloads

Download data is not yet available.

Author Biographies

Erika-Lucia Gonzalez-Carrion, National University of Loja

Doctoral Candidate in the Communication Inter-University PhD at the Universities of Cádiz, Huelva, Malaga and Sevilla, in the line of Media Education and Media Literacy. She has an Inter-University Master’s Degree in Communication and Audiovisual Education from the Andalusian International University and The University of Huelva. She has a Degree in Social Communication from the Loja Particular Technical University (Ecuador) and a Degree in Education Sciences with English Language mention by the National University of Loja (Ecuador). She is a translator for the blog of the School of Authors of the Scientific Magazine “Comunicar”. She is a lecturer at the National University of Loja, has been granted a fellowship by the Post-Graduate Ibero-American University Association (AUIP) and by the Andalusian International University.

Ignacio Aguaded, University of Huelva

University Lecturer at the Education Department of the Huelva University (Spain). He is president of the “Comunicar” group, veteran collective in Spain in Media Communication and Chief Editor of the recognized scientific magazine “Comunicar” (indexed in JCR-Q1, world top 4% 2019, Scopus-Q1, world top 1% …). He is also Director of the Research Group “Ágora”, responsible of multiple national and international researches and of directing numerous doctoral theses. He is Director of the Communication and Audiovisual Education International Inter-University Master’s Degree (UNIA/UHU) and Director of the Communication Inter-University Program (US, UMA, UCA y UHU). Awarded as Best Researcher of the Huelva University, 2015 in Social Sciences. He was Vice-Rector of Technologies, Innovation and Quality of the Huelva University for six years (2005-2012). Postal Address: Huelva University, Faculty of Education Sciences. 21071 Huelva (Spain). Institutional web: www.uhu.es/ago

References

Ballesteros-Herencia, C. A. (2019). La representación digital del engagement: Hacia una percepción del compromiso a través de acciones simbólicas. Revista de Comunicación, 18(1), 215-233. https://doi.org/10.26441/RC18.1-2019-A11

Breves, P., Liebers, N., Abt, M. & Kunze, A. (2019). The perceived fit between Instagram influencers and the endorsed brand: How influencer–brand fit affects source credibility and persuasive effectiveness. Journal of Advertising Research, 59(4), 440-454. https://doi.org/10.2501/JAR-2019-030

Caldeira, S. P. (2018). “Shop it. Wear it. Gram it.”: A qualitative textual analysis of women’s glossy fashion magazines and their intertextual relationship with Instagram. Feminist Media Studies, 20(1), 86-103. https://doi.org/10.1080/14680777.2018.1548498

Candale, C. (2017). Las características de las redes sociales y las posibilidades de expresión abiertas por ellas. La comunicación de los jóvenes españoles en Facebook, Twitter e Instagram. Colindancias, 8, 201-218. https://bit.ly/2YW3Sbx

Capriotti, P., Zeler, I. & Oliveira, A. (2019). Comunicación dialógica 2.0 en Facebook. Análisis de la interacción en las organizaciones de América Latina. Revista Latina de Comunicación Social, (74), 1094-1113. https://doi.org/10.4185/RLCS-2019-1373

Carrasco-Polaino, R., Villar-Cirujano, E. & Martín-Cárdaba, M. A. (2018). Activismo y ONG: Relación entre imagen y «engagement» en Instagram. Comunicar, (57), 29-38. https://doi.org/10.3916/C57-2018-03

Casaló, L., Flavián, C. & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, Article in Press, 1-10. https://doi.org/10.1016/j.jbusres.2018.07.005

Castelló-Martínez, A. (2016). El marketing de influencia: Un caso práctico. En I. Zacipa, V. Tur-Viñes y J. Segarra-Saavedra (Eds.), Tendencias publicitarias en Iberoamérica: Diálogo de saberes y experiencias (pp. 49-65). Colección Mundo Digital.

Castillo, J. & Palma, M. (2017). Identifying influencers of social work within online social networks. Revista Internacional de Trabajo Social y Bienestar, (6), 81-89. https://bit.ly/2WliRsq

Ceyhan, A. (2019). The impact of perception related social media marketing applications on consumers’ brand loyalty and purchase intention. Emerging Markets Journal, 9(1), 87-100. https://doi.org/10.5195/emaj.2019.173

Csikszentmihalyi, M. (1998). Finding flow. The psychology of engagement with everyday life. Basic Books.

Da-Luz, A., Caiado, R. & Da-Fonte, R. (2017). The instagramer and its multissemiotic discourse on the digital social network Instagram. Dialogo das Letras, 6(2), 139-158.

De-Casas-Moreno, P., Tejedor-Calvo, S. & Romero-Rodríguez, L. M. (2018). Micronarrativas en Instagram: Análisis del storytelling autobiográfico y de la proyección de identidades de los universitarios del ámbito de la comunicación. Prisma Social, (20), 40-57. https://bit.ly/3cr3TYK

DeHart, J., Stell, M. & Grant, C. (2020). Social media and the scourge of visual privacy. Information, 11(2). https://doi.org/10.3390/info11020057

Díaz, L. (2017). Soy marca. Profit Editorial.

Echegaray, L. (2015). Los nuevos roles del usuario: Audiencia en el entorno comunicacional de las redes sociales. En N. Quintas y A. González (Eds.), La participación de la audiencia en la televisión: De la audiencia activa a la social. AIMC.

Fernández-Gómez, J., Hernández-Santaolalla, V. & Sanz-Marcos, P. (2018). Influencers, marca personal e ideología política en Twitter. Cuadernos.Info, (42), 19-37. https://doi.org/10.7764/cdi.42.1348

Global Digital Report (2020). Digital in 2020. https://bit.ly/3ga0pMu

Hernández, E. & Hernández, L. (2018). Manual del comercio electrónico. Marge Books.

Hung, B. W., Jayasumana, A. P. & Bandara, V. W. (2019). Finding emergent patterns of behaviors in dynamic heterogeneous social networks. Transactions on Computational Social Systems, 6(5), 1007-1019. https://doi.org/10.1109/TCSS.2019.2938787

IAB (2019). Estudio anual de redes sociales 2019. https://bit.ly/2YrS3tk

Ibáñez-Cubillas, P., Díaz-Martín, C. & Pérez-Torregorsa, A. (2017). Social networks and childhood. New agents of socialization. Education, Health and ICT for a Transcultural World, (237), 64-69. https://doi.org/10.1016/j.sbspro.2017.02.026

Jabłońska, M. R. & Zajdel, R. (2020). Artificial neural networks for predicting social comparison effects among female Instagram users. PloS One, 15(2), e0229354. https://doi.org/10.1371/journal.pone.0229354

Jin, S. V. & Ryu, E. (2020). “I'll buy what she's #wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services, (55), 1-15. https://doi.org/10.1016/j.jretconser.2020.102121

Kim, S., Han, J., Yoo, S. & Gerla, M. (2017). How are social influencers connected in Instagram? International Conference on Social Informatics, 10540, 257-264. https://doi.org/10.1007/978-3-319-67256-4_20

Ladogina, A., Samoylenko, I. & Golovina, V. (2020). Communication effectiveness in social networks of leading universities. Diálogo, (43), 35-50. https://doi.org/10.18316/dialogo.v0i43.6497

Lee, E., Lee, J. A., Moon, J. H. & Sung, Y. (2015). Pictures speak louder than words: Motivations for using Instagram. Cyberpsychology. Behavior and Social Networking, 18(9), 552–556. https://doi.org/10.1089/cyber.2015.0157

Marquina-Arenas, J. (2012). Plan social media y community manager. Editorial UOC.

Márquez, I. & Lanzeni, D. (2018). Media platforms: Instagram. En C. Scolari (Ed.), Teens, media and collaborative cultures. Exploiting teens’ transmedia skills in the classroom. CeGe.

Martínez-Sanz, C. & González-Fernández, R. (2018). Comunicación de marca en Instagram. ¿Una cuestión de género? El rol del influencer de moda. Masculinities and Social Change, 7(3), 230- 254 https://doi.org/10.17583/MCS.2018.3693

McFarlane, A. & Samsioe, E. (2020). #50+ fashion Instagram influencers: Cognitive age and aesthetic digital labours. Journal of Fashion Marketing and Management, 1-16. https://doi.org/10.1108/JFMM-08-2019-0177

Nedra, B., Hadhri, W. & Mezrani, M. (2019). Determinants of customers' intentions to use hedonic networks: The case of Instagram. Journal of Retailing and Consumer Service, (46), 21-32. https://doi.org/10.1016/j.jretconser.2018.09.001

Niklander, S., Soto, R., Crawford, B., De-la-Barra, C. L. & Olguin, E. (2016). Towards the easy analysis of celebrity representations through Instagram: A case study. En HCI International 2016 – Posters’ extended abstracts (pp. 67-70). Stephanidis. https://doi.org/10.1007/978-3-319-40542-1_11

Openshaw, J. (2014). The socially savvy advisor. Vladgrin.

Padilla, C. & Oliver, A. B. (2018). Instagramers e influencers. El escaparate de la moda que eligen los jóvenes menores españoles. Revista Internacional de Investigación en Comunicación aDResearch, 18(18), 42-59. https://doi.org/10.7263/adresic-018-03

Parmelee, J. H. & Roman, N. (2020). Insta-echoes: Selective exposure and selective avoidance on Instagram. Telematics and Informatics, 52, 1-10. https://doi.org/10.1016/j.tele.2020.101432

Pérez, C. & Luque, S. (2018). El marketing de influencia en moda. Estudio del nuevo modelo de consumo en Instagram de los millennials universitarios. adComunica, (15), 255-281. https://doi.org/10.6035/2174-0992.2018.15.13

Ponnusamy, S., Iranmanesh, M., Foroughi, B. & Sean Hyun, S. (2020). Drivers and outcomes of Instagram Addiction: Psychological well-being as moderator. Computers in Human Behavior, (107), 1-11. https://doi.org/10.1016/j.chb.2020.106294

Rietveld, R., Van-Dolen, W., Mazloom, M. & Worring, M. (2020). What you feel, is what you like influence of message appeals on customer engagement on Instagram. Journal of Interactive Marketing, (49), 20-53. https://doi.org/10.1016/j.intmar.2019.06.003

Sammis, K., Lincoln, C. & Pomponi, S. (2015). Influencer marketing for dummies. John Wiley & Sons.

Sanjuán, A., Quintas, N. & Martínez, S. (2014). Tabvertising. Formatos y estrategias publicitarias en tabletas. Editorial UOC.

Schöps, J. D., Kogler, S. & Hemetsberger, A. (2019). (De-)stabilizing the digitized fashion market on Instargam-dynamics of visual performative assemblages. Consumption Markets & Culture, 23(2), 195-213. https://doi.org/10.1080/10253866.2019.1657099

Segarra-Saavedra, J. & Hidalgo-Marí, T. (2018). Influencers, moda femenina e Instagram: El poder de la influencia en la era 2.0. Revista Mediterránea de Comunicación, 9(1), 313-325. https://www.doi.org/10.14198/MEDCOM2018.9.1.17

Seyfí, M. & Soydas, A. U. (2017). Instagram stories from the perspective of narrative transportation theory. The Turkish Online Journal of Design, Art and Communication, 7(1), 47-60. https://doi.org/10.7456/10701100/005

Sheldon, P. & Bryant, K. (2016). Instagram: Motives for its use and relationship to narcissism and contextual age. Computer in Human Behavior, (58), 89-97. https://doi.org/10.1016/j.chb.2015.12.059

Skjulstad, S. (2018). Vetements, memes, and connectivity: Fashion media in the era of Instagram. Fashion Theory, 24(2), 181-209. https://doi.org/10.1080/1362704X.2018.1491191

Sprout Social (2020). Important Instagram stats you need to know for 2020. https://bit.ly/2ZvnzXZ

Thomas, V. L., Chavez, M., Browne, E. N. & Minnis, A. M. (2020). Instagram as a tool for study engagement and community building among adolescents: A social media pilot study. Digital Health, 6. https://doi.org/10.1177/2055207620904548

Tiggermann, M. y Zinoviev, K. (2020). The effect of #enhancement-free Instagram images and hashtags on women’s body image. Body Image, (31), 131-138. https://doi.org/10.1016/j.bodyim.2019.09.004

Tur-Viñes, V., Núñez-Gómez, P. y González-Río, M. J. (2018). Menores influyentes en YouTube. Un espacio para la responsabilidad. Revista Latina de Comunicación Social, (73), 1211-1230. https://doi.org/10.4185/RLCS-2018-1303

Vizcaíno-Verdú, A., Contreras-Pulido, P. & Guzmán-Franco, M. D. (2019). Lectura y aprendizaje informal en YouTube: El booktuber. Comunicar, (59), 95-104. https://doi.org/10.1916/C59-2019-09

Weismueller, J. Harrigan, P., Wang, S. & Soutar, G. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal (AMJ), 1-11. https://doi.org/10.1016/j.ausmj.2020.03.002

Woo, S. H. & Kim, S. I. (2019). A study on user experience of Instagram IGTV-Focus on fashion beauty contents service. Journal of Digital Convergence, 17(3), 405-411. https://doi.org/10.14400/JDC.2019.17.3.405

Wu, S., Zeng, J. & Zewen, Z. (2017). A scheme of privacy protection based on genetic algorithm for behavior pattern of social media users. In Proceedings of 2017 11th IEEE international conference on anti-counterfeiting, security, and identification (pp. 40-44). IEEE. https://bit.ly/3daselL

Zolkepli, I., Hasno, H. & Mukhiar, S. N. S. (2015). Online social network citizen engagement on Instagram crowdsourcing: A conceptual framework. The Electronic Journal of Knowledge Management, 13(4), 283-292. https://bit.ly/35kd76z