Fashion Promotion on Instagram with Eye Tracking: Curvy Girl Influencers Versus Fashion Brands in Spain and Portugal

Abstract

The rise of Instagram, as the fastest growing social network in Spain and Portugal, and its incorporation into the communication strategies of beauty and fashion brands have posed some risks for younger followers in relation to the development of identity and self-esteem. A physical appearance acceptance movement has also begun, based on interaction with images, on which the social network is also based. The purpose of this research was to determine how attention is paid to fashion promotion and to the awareness of physical appearance acceptance by curvy influencers in comparison with communications by fashion brands on Instagram. The quantitative and qualitative methodology is based on the use of a biometric eye tracking technique applied to a sample of 120 participants from Spain and Portugal, matching the profile of the main users of Instagram: urban university women under 25 years old with an interest in fashion, and a self-perception as a curvy woman. The results point to more attention focused on the imperfections for which curvy influencers are raising awareness than on the fashion they promote when these awareness factors are more visible, as well as more attention focused on the fashion accessories worn by curvy brand models than those worn by the influencers, with specific and significant differences between Spanish and Portuguese audiences.

Neuromarketing as an Emotional Connection Tool Between Organizations and Audiences in Social Networks. A Theoretical Review

“…Nonetheless, there are studies that show that social networks, through influencers, can help create social awareness around different topics. Mañas-Viniegra et al (2019) conducted a study to determine how attention is paid to fashion advertising and awareness-raising around physical appearance by curvy influencers compared to advertising by fashion brands on Instagram. They carried out a biometric eye tracking on a sample of 120 participants from Spain and Portugal, whose profile coincided with that of the main users of the social network under study: urban women under 25, interested in fashion and who perceived themselves as curvy.…”

Neuromarketing as a strategic tool for predicting how Instagramers have an influence on the personal identity of adolescents and young people in Spain

“…The attractive nude parts of the female influencer's body obtained the best attention registers, significantly greater than the naked torso of the male. When imperfections (dark eye circles) appeared together with the naked torso in the same stimulus, the attention was focused on attractive body parts rather than imperfections (which are not truly imperfections), unlike other influencers who want to raise awareness about the selfacceptance of body image, such as curvy girl influencers (Mañas-Viniegra et al, 2019). This implies that the audience of these influencers are more superficial and look for attractiveness in content, which is especially harmful for the development of personal identity, especially at an early age when social approval is sought and one's body image is constantly being compared to that of other people who have a high level of activity on social networks (White et al, 2016).…”

Actitud hacia el propio cuerpo en alumnos universitarios: Universidad de Alicante, 2003 y 2018

“…Este estudio no incluye indicadores capaces de explicar qué motiva los cambios en las percepciones, valoraciones y predisposiciones de los alumnos universitarios. Entendemos que un conjunto de elementos estará actuando para favorecer estos cambios, entre ellos la limitación de las tallas pequeñas en las pasarelas 34 , la renormalización de los cuerpos de hombres y mujeres en la televisión, la extensión gradual de la moda curvy y las tallas grandes 35,36 o, en general, la adopción de hábitos más saludables. Los pasos que se han dado deben reforzarse, tanto en los centros educativos, como, sobre todo, en los medios de comunicación.…”