El papel de los influencers en la comunicación de productos cruelty-free en Instagram: un estudio exploratorio sobre el impacto de la sostenibilidad en la industria de la belleza
DOI:
https://doi.org/10.26441/RC23.2-2024-3588Palabras clave:
Cruelty-free, Influencers, Instagram, Bienestar Animal, Sostenibilidad, Industria de la BellezaResumen
La creciente preocupación por el bienestar animal ha provocado en los consumidores un aumento del interés por los productos sostenibles. Como consecuencia, la industria de la belleza se encuentra cada vez más comprometida con los productos libres de crueldad animal o cruelty-free. Este cambio hacia un consumo ético y responsable se ha visto impulsado por el auge de las redes sociales y los influencers. En particular, plataformas como Instagram han desempeñado un papel relevante en la difusión de mensajes relacionados con la sostenibilidad a través de estos líderes de opinión. Para comprender cómo los influencers de belleza comunican los contenidos cruelty-free y cómo influyen estos mensajes en sus seguidores, se desarrolla una investigación que utiliza la triangulación metodológica. El diseño metodológico incluye un análisis de contenido, un cuestionario y entrevistas en profundidad. Los resultados del estudio indican que el esfuerzo comunicativo de los influencers beauty son limitados y no alcanzan un impacto significativo en la prescripción de productos cruelty-free. Las conclusiones recomiendan ampliar las estrategias de comunicación en otros medios digitales para incrementar el nivel de concienciación de la esfera pública para un cambio social sostenible.
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