RT Journal Article
T1 Hola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador
A1 Castillo Abdul, Bárbara
A1 Romero Rodríguez, Luis Miguel
A1 Balseca, Johana
AB The objective of this article is to analyze the contents and unconventional advertising narratives of the eight most importantwomen in the world of fashion in Spain and Ecuador in relation to the number of followers and points of view, in order toidentify the discursive and esthetic strategies and narratives that may reflect the keys to their experience as prescribers,through a content analysis based on the interpretation of the five most viewed videos between 2018 and 2019 from fourSpanish to four Ecuadorian YouTube channels (ME = 40) based on a three-round Delphi analysis sheet with a validity ofW = 0.828 and a = .947. The content is analyzed from a qualitative perspective, which allows an in-depth exploration ofthe dimensions and indicators of impact and influence on YouTube channels. The research presents the findings that theinfluencers reviewed use crutches, idioms, and set phrases to identify with their audience. The audiovisual narrative is simple,maintaining its amateur style. Advertising positioning in the channels analyzed is given by identifying the brand in the spokendiscourse, the presence of brand logos, advertisements and promotions, and the presence of products of the sponsoringbrands.
PB SAGE Publications
SN 2158-2440 (electrónico)
YR 2021
FD 2021
LK http://hdl.handle.net/10272/20813
UL http://hdl.handle.net/10272/20813
LA eng
NO Castillo-Abdul, B., Romero-Rodríguez, L. M., & Balseca, J. (2021). Hola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador. In SAGE Open (Vol. 11, Issue 4, p. 215824402110566). SAGE Publications. https://doi.org/10.1177/21582440211056609
NO The author(s) disclosed receipt of the following financial supportfor the research, authorship, and/or publication of this article: Thisstudy is supported by the R+D+I Project (2019-2021), entitled“Youtubers and Instagrammers: Media competence in emergingprosumers” under code RTI2018-093303-B-I00, financed by theSpanish Ministry of Science, Innovation and Universities and theEuropean Regional Development Fund (ERDF) and the R+D+Iproject (2020-2022) entitled “Instagramers and youtubers for thetransmedia empowerment of the Andalusian citizenry. Media literacyof the instatubers”, with code P18-RT-756, financed by theGovernment of Andalusia, in the 2018 call for tenders (AndalusianPlan for Research, Development and Innovation, 2020) and theEuropean Regional Development Fund (ERDF). This work is conductedwithin the framework of ‘Alfamed’ (Euro-American Networkof Researchers), with the support of the R+D Project “YouTubersand Instagrammers: Media competence in emerging prosumers”(RTI2018-093303-B-I00), financed by the State ResearchAgency of the Spanish Ministry of Science, Innovation andUniversities and the European Regional Development Fund (ERDF).This work is conducted within the framework of ‘Alfamed’(Euro-American Network of Researchers), with the support of theR+D Project “YouTubers and Instagrammers: Media competencein emerging prosumers” (RTI2018-093303-B-I00), financedby the State Research Agency of the Spanish Ministry of Science,Innovation and Universities and the European Regional DevelopmentFund (ERDF).
DS Repositorio Institucional de la Universidad de Huelva
RD 30 may 2026