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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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2025-02-01
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| Series: | BAR: Brazilian Administration Review |
| Subjects: | |
| Online Access: | https://bar.anpad.org.br/index.php/bar/article/view/693 |
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| Summary: | 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. |
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| ISSN: | 1807-7692 |