¿Realmente están ayudando los influencers de fitness? Representaciones de género en la industria del fitness en Instagram
DOI:
https://doi.org/10.54167/ejbei.v3i1.2079Palabras clave:
Influencers de fitness, Patrocinio de productos, Diferencias de género, Industria del fitness en línea, Análisis de contenidoResumen
Este estudio examina las representaciones de género dentro de la industria del fitness en Instagram, centrándose en la autoeficacia, la colocación de productos y la dinámica de patrocinio entre influencers. Se realizó un análisis comparativo de contenido sobre 1,000 publicaciones de 200 influencers de fitness (hombres y mujeres) con al menos 10,000 seguidores, seleccionados mediante muestreo intencional y técnica de bola de nieve. Los resultados revelan que, aunque el contenido orientado a la autoeficacia no difiere significativamente entre géneros ni impulsa de manera consistente un mayor nivel de interacción, las publicaciones orientadas a productos dominan el panorama del fitness, siendo los productos relacionados con el ejercicio más frecuentes que los dietéticos. Los patrocinios emergen como un diferenciador clave: las influencers mujeres aseguran significativamente más colaboraciones con marcas y logran mayores tasas de interacción que sus contrapartes masculinas. Estos hallazgos destacan la intersección entre consumismo, género y cultura fitness en redes sociales, ofreciendo perspectivas sobre las estrategias de marketing de influencers y el papel evolutivo de la autenticidad, la atracción y la interacción en la configuración de las alianzas con marcas.
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Derechos de autor 2026 Talalah Khan, Sindy Chapa
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.
