Hola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador

Bárbara Castillo-Abdul, Luis M. Romero-Rodríguez and Johana Balseca

SAGE Open, 2021, vol. 11, issue 4, 21582440211056609

Abstract: The objective of this article is to analyze the contents and unconventional advertising narratives of the eight most important women in the world of fashion in Spain and Ecuador in relation to the number of followers and points of view, in order to identify the discursive and esthetic strategies and narratives that may reflect the keys to their experience as prescribers, through a content analysis based on the interpretation of the five most viewed videos between 2018 and 2019 from four Spanish to four Ecuadorian YouTube channels ( ME  = 40) based on a three-round Delphi analysis sheet with a validity of W  = 0.828 and α = .947. The content is analyzed from a qualitative perspective, which allows an in-depth exploration of the dimensions and indicators of impact and influence on YouTube channels. The research presents the findings that the influencers reviewed use crutches, idioms, and set phrases to identify with their audience. The audiovisual narrative is simple, maintaining its amateur style. Advertising positioning in the channels analyzed is given by identifying the brand in the spoken discourse, the presence of brand logos, advertisements and promotions, and the presence of products of the sponsoring brands.

Keywords: fashion marketing; branded content; social network; influencers marketing; digital marketing; fashion film (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:11:y:2021:i:4:p:21582440211056609

DOI: 10.1177/21582440211056609

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