Citas bibligráficas
Chumacero, M., (2020). La representación del cuerpo de la tendencia Body Positive en la percepción de autenticidad de marca en Instagram [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653668
Chumacero, M., La representación del cuerpo de la tendencia Body Positive en la percepción de autenticidad de marca en Instagram [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/653668
@misc{sunedu/3092532,
title = "La representación del cuerpo de la tendencia Body Positive en la percepción de autenticidad de marca en Instagram",
author = "Chumacero Flores , Melanie Jasmín",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
Given the internalization and normalization of beauty issues that implant an ideal body type for all women today, and the growth of a population more aware of what is real or not, the Positive Body movement continues to fight against classic canons of beauty that seem to not stop expanding, choosing to represent the woman's body as beautiful, regardless of appearance, color, size, etc. So the present work analyzes the influence of this representation of the body under the positive body trend in the perception of brand authenticity. In this way, and under the analysis of literature, we seek to analyze the brands that have opted for a positive body public strategy and its repercussions at the user level. Likewise, how these repercussions can be directly linked to the perception of a brand as authentic and / or real. In the same way, study the aspects of a possible authentic brand and how this could affect consumer behavior.
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