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oai:uvadoc.uva.es:10324/519422025-03-26T19:45:21Zcom_10324_1164com_10324_931com_10324_894col_10324_1330

00925njm 22002777a 4500 dc González Fernández, Cristina author Martínez Sanz, Raquel author 2019 Influencers, thanks to their ability to connect with the public, have revolutionized brand communication making it less invasive and at the same time attractive and dynamic. This research explores the behavior followed by the main Spanish fashion followers, focusing on the strategies and resources used in their communication through Instagram profiles. The gradual incorporation of men into this sector requires identifying whether the publication of habits in this social network vary or not with respect to the author’s gender. In addition, compliance with Spanish legislation on advertising is monitored, which obliges the authors to explicitly indicate any message that promotes a product or service from a contractual agreement. Studies in Communication Sciences, 2019, Vol. 18, Nº. 2, pp. 425–437 1424-4896 https://uvadoc.uva.es/handle/10324/51942 10.24434/j.scoms.2018.02.015 425 2 437 Studies in Communication Sciences 18 Redes sociales (Internet) Marketing en Internet Publicidad en Internet Comunicación Medios de comunicación social Social networks Fashion influencers and Instagram. A quasi-perfect binomial