The body as a brand in social media: Analyzing Digital Fitness Influencers as Product Endorsers

Abstract

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.

Keywords

• Social media
• Social influence
• Persuasion