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...
| 出版年: | BAR: Brazilian Administration Review |
|---|---|
| 主要な著者: | , , |
| フォーマット: | 論文 |
| 言語: | 英語 |
| 出版事項: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2025-02-01
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| 主題: | |
| オンライン･アクセス: | https://bar.anpad.org.br/index.php/bar/article/view/693 |
| _version_ | 1849537325688684544 |
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| author | Flávia Pimenta Fracalanzza Roberta Dias Campos Maribel Carvalho Suarez |
| author_facet | Flávia Pimenta Fracalanzza Roberta Dias Campos Maribel Carvalho Suarez |
| author_sort | Flávia Pimenta Fracalanzza |
| collection | DOAJ |
| container_title | BAR: Brazilian Administration Review |
| description | 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 housewife movement known as ‘Neighbors of Insta’ on Instagram. Results: the research demonstrates the development of a platform for building leadership of influence through four strategic steps in the digital environment: (1) building a sense of community, (2) authenticity under stigma, (3) destigmatization of social identity, and (4) entrepreneurial leadership. Conclusions: this study demonstrates how influencers strategically build their leadership on social networks by re-signifying culturally stigmatized practices, transforming undervalued, ordinary and invisible practices into aspirational and marketable activities. |
| format | Article |
| id | doaj-art-bf6dbc9cfa7548d9b4b727d82cdab2e5 |
| institution | Directory of Open Access Journals |
| issn | 1807-7692 |
| language | English |
| publishDate | 2025-02-01 |
| publisher | Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
| record_format | Article |
| spelling | doaj-art-bf6dbc9cfa7548d9b4b727d82cdab2e52025-08-20T02:45:14ZengAssociação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)BAR: Brazilian Administration Review1807-76922025-02-0121Supplemente240125e24012510.1590/1807-7692bar2024240125693Influence Building in Stigmatized Contexts: Women’s Domestic Work as a Platform for Digital ContentFlávia Pimenta Fracalanzza0Roberta Dias Campos1Maribel Carvalho Suarez2Universidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração, Rio de Janeiro, RJ, BrazilEscola Superior de Propaganda e Marketing, São Paulo, SP, BrazilUniversidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração, Rio de Janeiro, RJ, BrazilObjective: 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 housewife movement known as ‘Neighbors of Insta’ on Instagram. Results: the research demonstrates the development of a platform for building leadership of influence through four strategic steps in the digital environment: (1) building a sense of community, (2) authenticity under stigma, (3) destigmatization of social identity, and (4) entrepreneurial leadership. Conclusions: this study demonstrates how influencers strategically build their leadership on social networks by re-signifying culturally stigmatized practices, transforming undervalued, ordinary and invisible practices into aspirational and marketable activities.https://bar.anpad.org.br/index.php/bar/article/view/693stigmainfluenceinfluencerspracticessocial networks |
| spellingShingle | Flávia Pimenta Fracalanzza Roberta Dias Campos Maribel Carvalho Suarez Influence Building in Stigmatized Contexts: Women’s Domestic Work as a Platform for Digital Content stigma influence influencers practices social networks |
| title | Influence Building in Stigmatized Contexts: Women’s Domestic Work as a Platform for Digital Content |
| title_full | Influence Building in Stigmatized Contexts: Women’s Domestic Work as a Platform for Digital Content |
| title_fullStr | Influence Building in Stigmatized Contexts: Women’s Domestic Work as a Platform for Digital Content |
| title_full_unstemmed | Influence Building in Stigmatized Contexts: Women’s Domestic Work as a Platform for Digital Content |
| title_short | Influence Building in Stigmatized Contexts: Women’s Domestic Work as a Platform for Digital Content |
| title_sort | influence building in stigmatized contexts women s domestic work as a platform for digital content |
| topic | stigma influence influencers practices social networks |
| url | https://bar.anpad.org.br/index.php/bar/article/view/693 |
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