%0 Journal Article 
%A Rodríguez Domínguez, Ana
%T Can we trust social media influencers?: Persuasion and manipulation strategies of social media influencers

%D 2021
%U http://hdl.handle.net/10498/25373
%X In a very short period of time, social media has become part of our lives and we are very used to seeing numerous influencers doing marketing when we surf the networks. To my mind, it is a very interesting topic to comment on since there is little information about the work that influencers do on social media, and, therefore, it can be complicated to understand what they focus on to achieve success on these platforms. The main purpose of this research is to analyze the discourse both consolidated and unconsolidated female influencers use on social media as a marketing strategy when they try to persuade and/or manipulate their target audience. To do so, I have analyzed the persuasion and/or manipulation strategies and the type of – overt or covert – communication that influencers use on social media following Relevance Theory. The results of this study challenge the argument that influencers only persuade and seek benefits for both themselves and their target audience, as they also manipulate them to benefit themselves easily, turning themselves into manipulators instead of persuaders.

%K persuasion
%K manipulation
%K marketing strategies
%K social media
%K influencers
%K persuasión
%K manipulación
%K estrategias de marketing
%K redes sociales
%K ‘influencers’
%~ Universidad de Cádiz