Cuerpo, imagen y redes sociales: El impacto y atractivo promocional de los influencers

Abstract

Physical appearance has acquired significant relevance in contemporary society, deeply influenced by hypermediation and social media. However, this phenomenon is not new. The search for a perfect image has historically been driven by the consumer industry, encouraging the acquisition of products in sectors such as fashion, cosmetics, aesthetics and food, among others. What was initially capitalized on by traditional advertising as a sales argument has evolved in the digital ecosystem, finding new ways to consolidate itself through platforms and key figures: influencers. These actors have transformed the way in which aesthetic ideals are constructed and propagated, while contributing to the creation of new trends that challenge pre-established commercial stereotypes.