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

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  • Bárbara Castillo-Abdul
  • Luis M. Romero-Rodríguez
  • Johana Balseca

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.

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  • Bárbara Castillo-Abdul & Luis M. Romero-Rodríguez & Johana Balseca, 2021. "Hola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador," SAGE Open, , vol. 11(4), pages 21582440211, November.
    • Handle: RePEc:sae:sagope:v:11:y:2021:i:4:p:21582440211056609
    DOI: 10.1177/21582440211056609
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    References listed on IDEAS

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    Cited by:

    1. Thi Cam Tu Dinh & Mengqi Wang & Yoonjae Lee, 2023. "How Does the Fear of Missing Out Moderate the Effect of Social Media Influencers on Their Followers’ Purchase Intention?," SAGE Open, , vol. 13(3), pages 21582440231, September.
    2. José Daniel Barquero Cabrero & Bárbara Castillo-Abdul & Juan Andrés Talamás-Carvajal & Luis M. Romero-Rodríguez, 2023. "Owned media, influencer marketing, and unofficial brand ambassadors: differences between narratives, types of prescribers, and effects on interactions on Instagram," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    3. Leite Ângela & Lopes Silvia & Rodrigues Anabela, 2023. "Who are Portuguese followers of social media influencers (SMIs), and their attitudes towards SMIs? An exploratory study," Management & Marketing, Sciendo, vol. 18(4), pages 556-576, December.

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