Perceptions of Diversity and Inclusion Through body positive in Peruvian brands on Instagram

DOI

10.2991/978-94-6463-596-6_9How to use a DOI?

Keywords

Fashion; body positive; Corporate Social Responsibility; perceptions

Abstract

This study addresses the use of body positive in the content of Peruvian brands such as Sicurezza and Capittana, where we seek to know the perceptions of women between 20 and 30 years old who follow the accounts of these brands on Instagram about the management of diversity and inclusion in fashion. The methodology employs a qualitative approach with a case design. Semi-structured interviews were conducted with female students of the Faculty of Communications of a private university. The results show that the importance of authenticity, diversity, identification, and truthfulness in the content shared in networks strengthens inclusion and diversity in women. Likewise, it is identified that if body positive is used as a commercial tool, it does not achieve positive changes with corporate social responsibility in brands.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Dayana Benavides-Vera
AU  - Jorge Lucas Vargas-Sardon
AU  - María Chávez-Chuquimango
PY  - 2024
DA  - 2024/12/17
TI  - Perceptions of Diversity and Inclusion Through body positive in Peruvian brands on Instagram
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2024 (ICOMTA 2024)
PB  - Atlantis Press
SP  - 93
EP  - 104
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-596-6_9
DO  - 10.2991/978-94-6463-596-6_9
ID  - Benavides-Vera2024
ER  -