Resumen
El activismo influencer es un fenómeno que en los últimos años se ha presentado como una forma de comunicar y afrontar diferentes problemáticas sociales y ecológicas. Activistas influencers llevan a cabo prácticas del marketing como el branding, el uso de redes sociales con estrategias de marketing digital e incluso la colaboración con marcas e instituciones. Este artículo tiene por objetivo determinar si la credibilidad de los influencers activistas de aceptación corporal tiene un impacto en la actitud de aceptación de sus seguidores. La muestra de este estudio se conformó por 211 personas seguidoras de dos cuentas de Instagram de influencers que generan contenido sobre aceptación corporal. Los resultados sugieren que las variables expectativas de comportamiento ciudadano, expectativas de apoyo a la causa y atractivo ejercen una influencia en la actitud hacia la aceptación corporal.
Citas
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