Publicidade de Eco-Influenciadores de Estilos de Vida: O Envolvimento Provém do Conteúdo ou do Fascínio?
DOI:
https://doi.org/10.17231/comsoc.45(2024).5629Palavras-chave:
média sociais, publicidade, eco-influenciadores, ambiente, influenciadoresResumo
O presente estudo analisa as principais semelhanças entre os conteúdos de cinco contas de influenciadoras verdes (eco-influenciadoras) de diferentes países ocidentais. Foi realizada uma análise quantitativa de conteúdo em 187 publicações do Instagram das influenciadoras verdes do Reino Unido, Estados Unidos, Bélgica, Espanha e Peru. Os temas mais abordados pelas influenciadoras verdes são a promoção do veganismo, a espiritualidade, as reivindicações ambientais e políticas, a publicidade a produtos (próprios e de terceiros) e a vida pessoal, sendo os últimos a gerar o maior número de interações nas contas. Os carrosséis destacam-se em termos de envolvimento entre as influenciadoras verdes no Instagram, apesar de os vídeos serem o formato preferido dos patrocinadores. Tanto o conteúdo patrocinado quanto os patrocinadores são bem recebidos, com mais de metade das publicações a apresentá-los. Parece claro que o capital social das influenciadoras incentiva o compromisso ambiental, apesar de haver uma tendência particular de apreciar mais a pessoa do que a sua mensagem ativista. À luz dos resultados, esta investigação contribui para a teoria do capital social das influenciadoras, demonstrando que estas apresentam conteúdos pessoais e apelos emocionais, como atividades com as suas famílias, reflexões pessoais e declarações políticas, que lhes conferem um elevado sentido de autenticidade, mas que também esbatem as barreiras entre as esferas pública e privada.
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Direitos de Autor (c) 2024 Bárbara Castillo-Abdul, Luis Miguel Romero Rodríguez, Carlos Fernández-Rodríguez
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição 4.0.
Os autores são titulares dos direitos de autor, concedendo à revista o direito de primeira publicação. O trabalho é licenciado com uma Licença Creative Commons - Atribuição 4.0 Internacional.
