Publicação
Social media influencers and body positivity: How a movement can influence Instagram engagement
| Resumo: | It is essential for influencers that they can create a connection with their followers in order to retain them. For this, it is necessary to interact with followers by providing them with the content they are looking for. This study aims to show how the use of body-positive content can influence the interaction between influencers and followers, leading the latter to interact more frequently with influencers who produce body-positive-related content rather than those that produce content that does not address this movement. Having this in mind, a research model and its hypotheses were developed. In order to test the hypotheses developed in the model, a questionnaire was conducted based on the literature, and two influencers were used for this, Sarah Nicole Landry to represent the Body Positivity side and Kylie Jenner to represent the non-Body Positivity side. Once the data were collected, they were analyzed on SPSS, thus reaching the conclusions drawn from this study. Thus, it is concluded that effectively using body-positive content influences how users interact with influencers, and there is a greater probability of interacting with influencers' content when they approach the Body Positivity movement. |
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| Autores principais: | Cardoso, Beatriz Gouveia |
| Assunto: | Media sociais -- Social media Instagram Influenciadores digitais -- - Digital influencers Body positivity Engagement Positividade corporal |
| Ano: | 2022 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | It is essential for influencers that they can create a connection with their followers in order to retain them. For this, it is necessary to interact with followers by providing them with the content they are looking for. This study aims to show how the use of body-positive content can influence the interaction between influencers and followers, leading the latter to interact more frequently with influencers who produce body-positive-related content rather than those that produce content that does not address this movement. Having this in mind, a research model and its hypotheses were developed. In order to test the hypotheses developed in the model, a questionnaire was conducted based on the literature, and two influencers were used for this, Sarah Nicole Landry to represent the Body Positivity side and Kylie Jenner to represent the non-Body Positivity side. Once the data were collected, they were analyzed on SPSS, thus reaching the conclusions drawn from this study. Thus, it is concluded that effectively using body-positive content influences how users interact with influencers, and there is a greater probability of interacting with influencers' content when they approach the Body Positivity movement. |
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