Amas de casa como storytellers y anunciantes de Instagram

Autores/as

Palabras clave:

publicidad, amas de casa, redes sociales, narración de cuentos, estudio de caso cualitativo, microinfluencer.

Resumen

El propósito de este estudio fue analizar cómo las amas de casa con cualidades similares a la microinfluencer Maya de la Borda (@mayasportsandfamily) construyen un storytelling publicitario a través de Instagram. Un estudio de caso cualitativo ha sido el enfoque seleccionado para realizar el estudio. La instagrammer Maya de la Borda, un ama de casa peruana de 46 años, fue elegida como estudio de caso, porque diariamente expone su vida a través de esta red social a una audiencia de 7809 seguidores. Se realizaron entrevistas semiestructuradas para abordar las preguntas de investigación. A través de la técnica de muestreo de bola de nieve, fueron contactadas diez amas de casa, de 38 a 51 años, todas usuarias activas de Instagram. Las entrevistas se analizaron mediante un análisis temático para identificar temas, categorías, conceptos y significado. En vista de los hallazgos, para el ama de casa la mejor manera de crear un storytelling publicitario efectivo en Instagram es comunicar la autenticidad en el mensaje y contenido, basándose en formatos y experiencias que permitan que el público pueda aprender y sentirse parte de la narrativa.

Métricas

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Biografía del autor/a

Daniela Plaza-Berríos, Universidad Peruana de Ciencias Aplicadas

Carrera de Comunicación y Publicidad, Universidad Peruana de Ciencias Aplicadas

Eliana Gallardo-Echenique, Universidad Peruana de Ciencias Aplicadas

Profesora investigadora a tiempo completo de la Facultad de Comunicaciones

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Publicado

2021-01-11

Cómo citar

Plaza-Berríos, D., & Gallardo-Echenique, E. (2021). Amas de casa como storytellers y anunciantes de Instagram. index.Comunicación, 11(1), 219–238. Recuperado a partir de https://journals.sfu.ca/indexcomunicacion/index.php/indexcomunicacion/article/view/703