Verse bien > sentirse bien. Impacto de las colaboraciones entre marcas e influencers sobre el culto al cuerpo para adolescentes

Abstract

Social media influencers (SMI) have become a key stakeholder group for companies and the achievement of their objectives. The combination of functions they perform, their wide reach and influence, are some of the reasons that explain their growing integration into brands’ communication strategies. The article studies the impact of these strategic collaborations through the perception provided by 55 teenagers through focus goups about influencers who advertise body cults. The results show the social relevance above the benefit to physical and mental health that these contents have for teenagers.