Resumen

VELASCO-MOLPECERES, Ana; MIRANDA-GALBE, Jorge  y  PRIETO-MUNIZ, María. Influencers and reputation: Chiara Ferragni, Instagram and the Pandoro Gate scandal. Universitas [online]. 2024, n.41, pp.127-153. ISSN 1390-8634.  https://doi.org/10.17163/uni.n41.2024.05.

Chiara Ferragni is one of the most important fashion influencers in the world. A pioneer in the profession, with the creation of her blog The Blonde Salad, she has reached more than 29 million followers on her Instagram account. At the end of 2023, her image and reputation suffered a serious deterioration after the Pandoro gate scandal. This article analyses the evolution of its content creation routines before and after this crisis. The main objective is to analyse the evolution in the behaviour of the influencer, her followers and the brands with which she collaborated. The results show a significant transformation in her digital behaviour, characterized by a month of silence followed by a notable decrease in her publications. This trend continues after her separation and the agreement with her husband not to show the faces of their children. It is striking how the engagement of her Instagram account, despite the lack of content published by the influencer, increases. However, there has been a rise in critical and controversial comments. Despite the decrease in content, the activity of her community intensifies, suggesting that the interest of her followers is focused more on Ferragni’s personal and professional history than on her controlled posts.

Palabras clave : Influencers; Instagram; influencer marketing; marketing; communication crisis; social media; Chiara Ferragni; fashion.

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