Influence Building in Stigmatized Contexts: Women’s Domestic Work as a Platform for Digital Content

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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Bibliographic Details
Main Authors: Flávia Pimenta Fracalanzza, Roberta Dias Campos, Maribel Carvalho Suarez
Format: Article
Language:English
Published: Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) 2025-02-01
Series:BAR: Brazilian Administration Review
Subjects:
stigma
influence
influencers
practices
social networks
Online Access:https://bar.anpad.org.br/index.php/bar/article/view/693
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