ANALYSIS OF POSTS CONTENTS ON FOOD POSTED BY DIGITAL INFLUENCERS ON THE INSTAGRAM SOCIAL MEDIA
DOI:
https://doi.org/10.12957/demetra.2019.39076Keywords:
Instagram. Digital Influencer. Food. Publicity.Abstract
Objective: Analyze of contends about food and nutrition published by digital influencers on instagram social media. Method: A qualitative study carried out by means of observation between June to September in 2018. Was analyzed publications about food and nutrition of three influencers identified as A, B and C, which were submitted to the program Iramuteq and analyzed by means of descending hierarchical classification. Then the three publications were analyzed with a larger number of reviews and tanned, as well as the interaction of followers from reviews and the hashtags more evident in the period of collection. Results: After the analysis, we obtained 5 classes of words: health, pq, recipe, diet and mix, resulting from the speeches of the digital influencers. In the reviews analyzed showed a great interaction of followers besides them see the digital influencers as a model of inspiration, In the analysis of the hashtags were found advertising content which is characterized sponsorship. Discussion: The lifestyle evidenced by digital influencers on Instagram is by a diet called healthy, to obtain health is necessary a diet based on certain food components, through revenues or preparations that are part of the profile of food. In addition that the digital influencers present relationship with certain brands of food products. Conclusions: The analysis of the profiles allowed to understand that their publications overestimate health at aesthetic sense, strengthening certain habits, diet products, among others, acting as an important trainer of opinion for the followers in relation to the supply and consumption aspects.
DOI: 10.12957/demetra.2019.39076
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