Amas de casa como storytellers y anunciantes de Instagram

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2021-01-11 DOI:10.33732/ixc/11/01amasde

Daniela Plaza-Berríos, Eliana Gallardo-Echenique

引用次数: 2

Abstract

The aim of this study was to analyze how housewives with personal qualities similar to the microinfluencer Maya de la Borda (@mayasportsandfamily) build an advertising storytelling through Instagram. A qualitative case study was the approach selected to undertake the study. The instagrammer Maya de la Borda, a 46-year-old peruvian housewife, was chosen as a case study, because she exposes her life daily to an audience of 7809 followers through this social network. Semi-structured interviews were conducted to address the research questions. Through the snowball sampling technique, ten modern housewives, from 38 to 51 years old, who are all active users of Instagram, were contacted to participate. The interviews were analyzed using a thematic analysis to identify themes, categories, concepts and meaning. In view of the findings, for the housewives to create an effective advertising storytelling on Instagram is to communicate authenticity in the message content along with a format and experiences where the audience can learn and feel like they are part of the narrative.

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家庭主妇作为Instagram的故事讲述者和广告商

本研究的目的是分析个人品质与微影响者Maya de la Borda (@mayasportsandfamily)相似的家庭主妇如何通过Instagram构建广告故事。定性案例研究是选择进行研究的方法。46岁的秘鲁家庭主妇玛雅·德拉博尔达(Maya de la Borda)被选为案例研究对象，因为她每天通过这个社交网络向7809名粉丝展示自己的生活。采用半结构化访谈来回答研究问题。通过滚雪球抽样法，联系了10位38 - 51岁的现代家庭主妇，她们都是Instagram的活跃用户。使用主题分析来分析访谈，以确定主题、类别、概念和意义。综上所述，对于家庭主妇来说，要想在Instagram上创造一个有效的广告故事，就要在信息内容上传达真实性，同时要有一种形式和体验，让受众能够学习并感受到他们是故事的一部分。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.