DIGITAL ACTIVIST INFLUENCERS
TOWARD A CONCEPTUAL PROPOSITION
Palavras-chave:
digital activist influencers, public causes, social media, digital influencers, digital activismResumo
This article proposes the concept of digital activist influencers, exploring their role in promoting public causes on social media. This proposition emerges from the intersection of the phenomena of digital influencers and digital activism, examining the similarities and differences between these practices. Digital activist influencers are presented as hybrid figures who promote public causes by mobilizing audiences through perceived authentic narratives and engaging practices. The concept addresses a gap in understanding their role as cultural and political mediators, offering a framework to analyze the convergence of digital influence and activism in consumer culture. This approach contributes to a holistic understanding of digital influence by incorporating ethical, social, and political dimensions into consumer analysis. The article discusses practical implications for various stakeholders and suggests future research directions. This perspective aims to offer new insights into the intersection of consumption, activism, and digital technologies.
Referências
Baer, H. (2016). Redoing feminism: digital activism, body politics, and neoliberalism.
Feminist Media Studies, 16(1), 17-34. DOI: 10.1080/14680777.2015.1093070.
Bentley, K., Rajagopal, P., & Kulow, K. (2024). Unfaithful brands: how brand attachment can lead to negative responses to influencer marketing campaigns. Journal of Consumer Psychology, early view. DOI: 10.1002/jcpy.1432.
Chen, C-P. (2024), YouTube influencer marketing through parasocial interaction: a dyadic perspective. Journal of Research in Interactive Marketing, early view. DOI: 10.1108/JRIM-02-2024-0112.
Colucci, M., & Pedroni, M. (2024). Got to be real: an investigation into the co-fabrication of authenticity by fashion companies and digital influencers. Journal of Consumer Culture, 22(4), 929-948. DOI: 10.1177/14695405211033665.
Dekoninck, H., & Schmuck, D. (2024). The “greenfluence”: following environmental influencers, parasocial relationships, and youth’s participation behavior. New Media & Society, 26(11), 6615-6635. DOI: 10.1177/14614448231156131.
Discetti, R., & Anderson, M. (2023). Hybrid consumer activism in Fairtrade Towns: exploring digital consumer activism through spatiality. Consumption Markets & Culture, 26(4), 280-297. DOI: 10.1080/10253866.2022.2144265.
Drenten, J., Gurrieri, L., Huff, A. D., & Barnhart, M. (2024). Curating a consumption ideology: platformization and gun influencers on Instagram. Marketing Theory, 24(1), 91-122. DOI: 10.1177/14705931231207329.
Do, H-N., Do, N. B., Nguyen, T. M., & Nguyen, H. M. (2024). Anti-brand activism in the collectivist orientation: the case of online-consumers-run communities. Journal of Promotion Management, 30(5), 811-841. DOI: 10.1080/10496491.2024.2318665.
Dumitrica, D., & Felt, M. (2020). Mediated grassroots collective action: negotiating barriers of digital activism. Information, Communication & Society, 23(13), 1821-1837. DOI:
1080/1369118X.2019.1618891.
Gambetti, R. C., & Kozinets, R. V. (2024). From killer bunnies to talking cupcakes: theorizing the diverse universe of virtual influencers. European Journal of Marketing, 58(3), 205-251. DOI: 10.1108/EJM-12-2022-0948.
George, J. J., & Leidner, D. E. (2019). From clicktivism to hacktivism: understanding digital activism. Information and Organization, 29(3), 1-45. DOI: 10.1016/j.infoandorg.2019.04.001.
Gollnhofer, J. F., & Weijo, H. A. (2019). Consumer movements and value regimes: fighting food waste in Germany by building alternative object pathways. Journal of Consumer Research, 46(3), 460-482. DOI: 10.1093/jcr/ucz004.
Gurrieri, L., Drenten, J., & Abidin, C. (2023). Symbiosis or parasitism? A framework for advancing interdisciplinary and socio-cultural perspectives in influencer marketing. Journal of Marketing Management, 39(11-12), 911-932. DOI: 10.1080/0267257X.2023.2255053.
Horton, K., & Street, P. (2021). This hashtag is just my style: popular feminism and digital fashion activism. Continuum: Journal of Media & Cultural Studies, 35(6), 883-896. DOI:
1080/10304312.2021.1993573.
Huber, B., Lepenies, R., Quesada Baena, L., & Allgaier, J. (2022). Beyond individualized responsibility attributions? How eco influencers communicate sustainability on TikTok. Environmental Communication, 16(6), 713-722. DOI: 10.1080/17524032.2022.2131868.
Hutchinson, J. (2021). Micro-platformization for digital activism on social media. Information, Communication & Society, 24(1), 35-51. DOI: 10.1080/1369118X.2019.1629612.
Kampf, C. E. (2018). Connecting corporate and consumer social responsibility through social media activism. Social Media & Society, 4(1), 1-11. DOI: 10.1177/2056305117746357.
Kaun, A., & Treré, E. (2020). Repression, resistance and lifestyle: charting (dis)connection and activism in times of accelerated capitalism. Social Movement Studies, 19(5-6), 697-715. DOI: 10.1080/14742837.2018.1555752.
Kaun, A., & Uldam, J. (2018). Digital activism: after the hype. New Media & Society, 20(6), 2099-2106. DOI: 10.1177/1461444817731924.
Kim, E., Thorson, E., Duffy, M., & Shoenberger, H. (2024). Softening the blow: the power of rhetorical frames used by social media influencers with sponsorship disclosure. Journal of Interactive Advertising, 24(2), 169-183. DOI: 10.1080/15252019.2024.2325408.
Knupfer, H., Neureiter, A., & Matthes, J. (2023). From social media diet to public riot? Engagement with greenfluencers and young social media users' environmental activism. Computers in Human Behavior, 139. DOI: 10.1016/j.chb.2022.107527.
Kozinets, R. V., & Jenkins, H. (2022). Consumer movements, brand activism, and the participatory politics of media: a conversation. Journal of Consumer Culture, 22(1), 264-282. DOI: 10.1177/14695405211013993.
Kozinets, R. V., & Seraj-Aksit, M. (2024). Everyday activism: an AI-assisted netnography of a digital consumer movement. Journal of Marketing Management, 40(3-4), 347-370.
1080/0267257X.2024.2307387.
Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2022). Influencer marketing effectiveness. Journal of Marketing, 86(6), 93-115. DOI: 10.1177/00222429221102889.
Lu, D. (2023). Performing zero waste: lifestyle movement, consumer culture, and promotion strategies of social media influencers. Environmental Sociology, 10(1), 12-29. DOI: 10.1080/23251042.2023.2267829.
Matich, M., Ashman, R., & Parsons, E. (2019). #freethenipple – digital activism and embodiment in the contemporary feminist movement. Consumption Markets & Culture, 22(4), 337-362. DOI: 10.1080/10253866.2018.1512240.
Minocher, X. (2019). Online consumer activism: challenging companies with Change.org. New Media & Society, 21(3), 620-638. DOI: 10.1177/1461444818803373.
Miyake, E. (2023). I am a virtual girl from Tokyo: virtual influencers, digital-orientalism and the (im)materiality of race and gender. Journal of Consumer Culture, 23(1), 209-228. DOI: 10.1177/14695405221117195.
Nøjgaard, M. (2023). The value-translation model of consumer activism: How consumer watchdog organizations change markets. Journal of Consumer Research, 49(6), 967-986. DOI: 10.1093/jcr/ucab027.
Noland, A. (2017). Social media activists: analyzing the relationship between online activism and offline attitudes and behaviors. The Journal of Social Media in Society, 6(2), 26-55.
Pan, M., Blut, M., Ghiassaleh, A., & Lee, Z. W. Y. (2024). Influencer marketing effectiveness: a meta-analytic review. Journal of the Academy of Marketing Science, early view. DOI: 10.1007/s11747-024-01052-7.
Pfeuffer, A., Hatfield, H. R., Evans, N., & Kim, J. (2024). Illegally beautiful? The role of trust and persuasion knowledge in online image manipulation disclosure effects. International Journal of Advertising, early view. DOI: 10.1080/02650487.2024.2403311.
Pöyry, E., & Laaksonen, S. M. (2022). Opposing brand activism: triggers and strategies of consumers' antibrand actions. European Journal of Marketing, 56(13), 261-284. DOI: 10.1108/EJM-12-2020-0901.
Riedl, M., Schwemmer, C., Ziewiecki, S, & Ross, L. M. (2021). The rise of political influencers – Perspectives on a trend towards meaningful content. Frontiers in Communication, 6. DOI: 10.3389/fcomm.2021.752656.
Rosenthal, B., & Airoldi, M. (2024). Conceptualising online consumer counterpublics. Journal of Marketing Management, 40(11-12), 910-936. DOI: 10.1080/0267257X.2024.2394114.
San Cornelio, G., Ardèvol, E., & Martorell, S. (2021). Environmental influencers on Instagram: connections and frictions between activism, lifestyles, and consumption. AoIR: Selected Papers of Internet Research. DOI: https://doi.org/10.5210/spir.v2021i0.12238.
Schmitt, B., Brakus, J. J., & Biraglia, A. (2022). Consumption ideology. Journal of Consumer Research, 49(1), 74-95. DOI: 10.1093/jcr/ucab044.
Schradie, J. (2018). The digital activism gap: how class and costs shape online collective action. Social Problems, 65(1), 51-74. DOI: 10.1093/socpro/spx042.
Smit, R., & Broersma, M. (2018). Activating the past in the Ferguson protests: memory work, digital activism and the politics of platforms. New Media & Society, 20(9), 31-19. DOI: 10.1177/1461444817741849.
Tian, Z., Dew, R., & Iyengar, R. (2024). Mega or micro? Influencer selection using follower elasticity. Journal of Marketing Research, 61(3), 472-495. DOI: 10.1177/00222437231210267.
Vrikki, P., & Lekakis, E. (2024). Digital consumers and platform workers unite and fight? The platformisation of consumer activism in the case of #cancel_efood in Greece.
Marketing Theory, 24(1), 173-190. DOI: 10.1177/14705931231195191.
Weijo, H. A., Martin, D. M., & Arnould, E. J. (2018). Consumer movements and collective creativity: the case of Restaurant Day. Journal of Consumer Research, 45(2), 251-274. DOI: 10.1093/jcr/ucy003.
Wellman, M. L. (2022). Black squares for black lives? Performative allyship as credibility maintenance for social media influencers on Instagram. Social Media & Society, 8(1), 1-10. https://doi.org/10.1177/20563051221080473.
Wies, S., Bleier, A., & Edeling, A. (2023). Finding goldilocks influencers: how follower count drives social media engagement. Journal of Marketing, 87(3), 383-405. DOI: 10.1177/00222429221125131.
Yoo, J.W., Park, J., & Park, H. (2024). How can I trust you if you’re fake? Understanding human-like virtual influencer credibility and the role of textual social cues. Journal of Research in Interactive Marketing, early view. DOI: 10.1108/JRIM-02-2024-0092.
Zanette, M. (2023). C. Consumer activism, promotional culture, and resistance: Integrating a celebratory fragmented literature. Consumption Markets & Culture, 26(5), 397-401. DOI: 10.1080/10253866.2023.2219613.
Zhang, X. (2024). Factors affecting followers’ behavior intentions on parenting-related social media: self-image congruity, function congruity, brand attachment and parenting stress. Journal of Marketing Management, early view. DOI: 10.1080/0267257X.2024.2434145.
Zhang, R., Mercado, T., & Bi, N.C. (2024). “Unintended” marketing through influencer vlogs: impacts of interactions, parasocial relationships and perceived influencer credibility on purchase behaviors. Journal of Research in Interactive Marketing, early view. DOI: 10.1108/JRIM-11-2023-0416.
Downloads
Publicado
Edição
Seção
Licença
Autores que publicam nesta revista concordam com os seguintes termos:
- Declaro que o presente artigo é original, não tendo sido submetido à publicação em qualquer outro periódico nacional ou internacional, quer seja em parte ou em sua totalidade.
- Declaro, ainda, que uma vez publicado na revista Pretexto, editada pela Universidade Fumec, o mesmo jamais será submetido por mim ou por qualquer um dos demais co-autores, caso haja, a qualquer outro periódico.
- Por meio deste instrumento, em meu nome e em nome dos demais co-autores, porventura existentes, cedo os direitos autorais do referido artigo à Universidade Fumec e declaro estar ciente de que a não observância deste compromisso submeterá o infrator a sanções e penas previstas na Lei de Proteção de Direitos Autorias (Nº9609, de 19/02/98).
A Revista Pretexto é licenciada sob uma Licença Creative Commons Atribuição-NãoComercial-SemDerivados 3.0 Brasil.
