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Disguising Commercial Intentions: Sponsorship Disclosure Practices of Mexican Instamoms

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  • Luisa Zozaya-Durazo

    (School of Communication, University of Navarra, Spain)

  • Charo Sádaba-Chalezquer

    (School of Communication, University of Navarra, Spain)

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 language, location, and type of text. After a content analysis of 10,135 stories and more than 330 posts, 40% and 47% of the sample, respectively, was identified as advertising content. The analysis revealed that less than 5% of the Instamoms sponsored content was tagged as such and that sponsorship disclosure does not form part of the usual protocol for influencer-brand collaborations in a country where no legislation is yet in place and the sector is making little effort to control these practices.

Suggested Citation

  • Luisa Zozaya-Durazo & Charo Sádaba-Chalezquer, 2022. "Disguising Commercial Intentions: Sponsorship Disclosure Practices of Mexican Instamoms," Media and Communication, Cogitatio Press, vol. 10(1), pages 124-135.
    • Handle: RePEc:cog:meanco:v:10:y:2022:i:1:p:124-135
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    References listed on IDEAS

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    1. Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
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    1. Felipe Garrido & Alexandra Alvarez & Juan Luis González-Caballero & Pilar Garcia & Beatriz Couso & Isabel Iriso & Maria Merino & Genny Raffaeli & Patricia Sanmiguel & Cristina Arribas & Alex Vacaroaia, 2023. "Description of the Exposure of the Most-Followed Spanish Instamoms’ Children to Social Media," IJERPH, MDPI, vol. 20(3), pages 1-10, January.

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