Influencers y marcas de moda de lujo en Instagram. Efectos de las acciones mediadas por prescriptores en la relación con el usuario

Contenido del artículo principal

Tania Blanco Sánchez
https://orcid.org/0000-0003-4212-7061
Belén Moreno Albarracín
https://orcid.org/0000-0003-1680-7389

Resumen

Los influencers ejercen en Instagram como imágenes de marcas que trascienden la suya personal. No obstante, se registra una escasez de investigaciones centradas en el vínculo que se genera entre la marca y el usuario como resultado de colaboraciones entre estas firmas y determinados prescriptores. ¿Influye en esa relación que en el contenido participe un influencer? Para responder a esta pregunta de investigación, se propone un estudio que tiene como objetivo general analizar la relación entre las marcas de lujo más seguidas en Instagram y sus seguidores en torno a las colaboraciones con influencers en los perfiles corporativos, a través de la acción en sí misma y de la interacción del usuario con el post. Para ello, se realiza un análisis de contenido comparado de naturaleza tanto cuantitativa como cualitativa, con el fin de realizar un estudio de engagement y del mensaje de cada acción. La muestra se compone de los 387 posts publicados por Gucci, Chanel, Louis Vuitton, Dolce & Gabbana y Dior del 10 de febrero al 7 de marzo de 2023, cuando se celebran las principales semanas de la moda. Los resultados evidencian que el porcentaje de engagement de una acción es más alto si participa un influencer en ella. Asimismo, se han detectado otros dos elementos que influyen en el compromiso generado por la publicación: el contenido del post, centrado en el contexto profesional del influencer; y el perfil del prescriptor, con predominancia del macroinfluencer sobre el microinfluencer.

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Detalles del artículo

Cómo citar
Blanco Sánchez, Tania, y Belén Moreno Albarracín. 2024. «Influencers Y Marcas De Moda De Lujo En Instagram. Efectos De Las Acciones Mediadas Por Prescriptores En La Relación Con El Usuari»o. Revista ICONO 14. Revista Científica De Comunicación Y Tecnologías Emergentes 22 (1), e2093. https://doi.org/10.7195/ri14.v22i1.2093.
Sección
BRANDING Y PRESCRIPTORES DE MARCA ONLINE
Biografía del autor

Tania Blanco Sánchez, Universidad de Extremadura

Doctora en Comunicación Audiovisual y Publicidad, Profesora del Departamento de Información y Comunicación en la Universidad de Extremadura, miembro del grupo de investigación AR-CO. Sus principales líneas de investigación son la comunicación organizacional y la comunicación corporativa online.

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