The body as a brand in social media : analyzing digital fitness influencers as product endorsers

MJ De Brito Silva, Salomão A Farias, Michelle H. K. Grigg, M. Lourdes Barbosa

Research output: Contribution to journalArticleScientificpeer-review

4 Citations (Scopus)
1620 Downloads (Pure)


New social actors have emerged with the social media. Among them, we highlighted
the digital influencers, people who have millions of online followers, and
induce them in favor or against products and brands to be consumed. Therefore,
we aimed to analyze this endorsement process carried out by digital influencers in
their online profiles, having as research field the fitness market that encourages
people to evaluate and work tirelessly in their bodies. We used the Semiotic Image
Analysis to investigate the postings of three Brazilian digital fitness influencers
and identified four categories that configure the post format: body exposure, body
extension, interaction between influencer and brand/product, and interaction between
influencer and followers. By means of these categories, we identified that
these influencers act as brand avatars, creating an intense link with these products,
exposing their bodies in advertisements and extending the meanings of their
good shape to endorsed goods and services.
Original languageEnglish
Pages (from-to)1-34
Number of pages34
JournalAthenea Digital
Issue number1
Publication statusPublished - 25 Feb 2021


  • Persuasion
  • Social influence
  • Social media


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