Influence Building in Stigmatized Contexts: Women’s Domestic Work as a Platform for Digital Content

Objective: this research investigates how influencers embrace culturally stigmatized practices to build their opinion leadership on social networks. Methods: the work adopts the netnographic method for a longitudinal case study of the influencer Ju Feitoza, who has become a reference in the housewif...

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Bibliographic Details

Published in:	BAR: Brazilian Administration Review
Main Authors:	Flávia Pimenta Fracalanzza, Roberta Dias Campos, Maribel Carvalho Suarez
Format:	Article
Language:	English
Published:	Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) 2025-02-01
Subjects:	stigma influence influencers practices social networks
Online Access:	https://bar.anpad.org.br/index.php/bar/article/view/693