Amas de casa como storytellers y anunciantes de Instagram

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.