Resumen

MAHIR, Zineb El Habchi  y  CASTILLO, Graciela Padilla. Futbolistas de élite como instagrammers de moda: Ronaldo y Messi. Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2024, n.127, pp.166-180.  Epub 11-Nov-2023. ISSN 1853-3523.  http://dx.doi.org/10.18682/cdc.vi127.4589.

Instagram is a fashion showcase with more than 1 billion users. This work investigates the accounts of Cristiano Ronaldo and Lionel Messi, as two of the influencers with the most followers on Instagram. Their activity in the social network of photographs is analyzed quantitatively and qualitatively, during a calendar year, from July 2019 to July 2020. It is concluded that promotional publications do not exceed 30% of total publications; only 3% of the followers give a like; less than 1% comment; and photo posts still prevail over video posts, although Instagram offers several formats (short videos, IGTV, reels and featured stories).

Palabras clave : Instagram; influencers; fashion; sport; football; Ronaldo; Messi; social networks; advertising; images..

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