Resumen

VILLENA-ALARCON, Eduardo  y  ZARAUZA-CASTRO. CENTRO, Jorge. The role of influencers in the communication of cruelty-free products on instagram: an exploratory study on the impact of sustainability in the beauty industry. Revista de Comunicación [online]. 2024, vol.23, n.2, pp.363-381.  Epub 12-Dic-2024. ISSN 1684-0933.  http://dx.doi.org/10.26441/rc23.2-2024-3588.

The growing concern about animal welfare has caused consumers to increase interest in sustainable products. Consequently, the beauty industry is increasingly committed to cruelty-free products. The rise of social media and influencers has driven this shift towards ethical and responsible consumption. Platforms such as Instagram have played a relevant role in disseminating messages related to sustainability through these opinion leaders. The research conducted a methodological triangulation to understand how beauty influencers communicate cruelty-free content and how these messages influence their followers. The methodological design includes a content analysis, a survey and in-depth interviews. The study’s findings indicate that beauty influencers’ communicative efforts are limited and do not significantly impact the prescription of cruelty-free products. The conclusions recommend expanding communication strategies in other digital media to increase awareness in the public sphere for sustainable social change.

Palabras clave : cruelty-free; influencers; animal welfare; instagram; sustainability; beauty industry.

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