New social actors have emerged with the social media. Among them, we highlighted
the digital influencers, people who have millions of online followers, and
induce them in favor or against products and brands to be consumed. Therefore,
we aimed to analyze this endorsement process carried out by digital influencers in
their online profiles, having as research field the fitness market that encourages
people to evaluate and work tirelessly in their bodies. We used the Semiotic Image
Analysis to investigate the postings of three Brazilian digital fitness influencers
and identified four categories that configure the post format: body exposure, body
extension, interaction between influencer and brand/product, and interaction between
influencer and followers. By means of these categories, we identified that
these influencers act as brand avatars, creating an intense link with these products,
exposing their bodies in advertisements and extending the meanings of their
good shape to endorsed goods and services.
This research project started in 2014 and finalized in 2019, with CAPES funding. CAPES is the most important research institution in Brazil. This research project was developed in cooperation with NUFFIC/NL. During these 6 years several researchers from Brazil could develop their Ph.D thesis, Post-Doctorate and technical visitis at Breda University. The outcomes could also be observerd by the serveral articles published related to Creative Economy. Partners:CAPES, NUFFIC, Federal University of Pernambuco (Brasil)
