Disguising Commercial Intentions: Sponsorship Disclosure Practices of Mexican Instamoms

Abstract: Influencers have established themselves as key allies for brands by cultivating a powerful public image to promote them. In the case of Instamoms, these collaborations can offer moms a means of achieving economic stability. In a country like Mexico, where the gender gap in the labor market remains a contentious issue, digital work represents an opportunity for women. The similarity between the organic content and commercial content created by these profiles has strengthened the presence of hybrid advertising. This means of advertising has not spelled the end for the original content, and audiences may struggle to spot ads if sponsorship is not disclosed properly. It is important for consumers to be able to identify ads so their persuasion knowledge can be activated. This article examines the commercial messages and types of disclosure used by Mexican Instamoms to inform their followers of the commercial nature of their collaborations. The types of disclosure are analyzed based on l

Object Details

• Location: Deutsche Nationalbibliothek Frankfurt am Main
• Extent: Online-Ressource
• Language: Englisch
• Notes: Veröffentlichungsversion ; begutachtet (peer reviewed) ; In: Media and Communication ; 10 (2022) 1 ; 124-135

Contributors, Places and Time

• Event: Veröffentlichung
• (where): Mannheim
• (who): SSOAR, GESIS – Leibniz-Institut für Sozialwissenschaften e.V.
• (when): 2022
• Creator: Sádaba-Chalezquer, Charo ; Zozaya-Durazo, Luisa

Further information

• DOI: 10.17645/mac.v10i1.4640
• URN: urn:nbn:de:101:1-2023010407061085202842
• Rights: Open Access; Der Zugriff auf das Objekt ist unbeschränkt möglich.
• Last update: 25.03.2025, 1:56 PM CET