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Coral Cenizo
Universidad San Pablo CEU
España
https://orcid.org/0000-0003-1484-6763
Vol. 25 Núm. 1 (2021), Monográfico junio 2021. Marketing y Capitalismo, páginas 21-39
DOI: https://doi.org/10.17979/redma.2021.25.1.8080
Enviado: abr 25, 2021 Aceptado: jun 9, 2021 Publicado: jun 30, 2021
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Resumen

El presente estudio tiene por objeto determinar si los influencers españoles muestran un comportamiento narcisista en las redes sociales y en qué aspectos esta posible conducta es más obvia. Para ello se ha llevado a cabo un análisis de contenido de los perfiles y las publicaciones realizadas por doce influencers españoles en Instagram en el que se han estudiado cinco apartados, basados a su vez en investigaciones previas sobre la materia. Los resultados demuestran que los influencers presentan comportamientos narcisistas en las redes sociales, aunque con salvedades. Las conclusiones dan pie a una importante reflexión sobre el papel que juegan los influencers, como nuevos líderes de opinión, en el fomento de patrones de comportamientos propios de la sociedad de consumo actual como el narcisismo, y su repercusión social, especialmente entre los jóvenes, quienes están inmersos en un entorno cada vez más dominado por las redes sociales.

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