Influence Building in Stigmatized Contexts: Women’s Domestic Work as a Platform for Digital Content
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Abstract
Objective: this research investigates how influencers embrace culturally stigmatized practices to build their opinion leadership on social networks. Methods: the work adopts the netnographic method for a longitudinal case study of the influencer Ju Feitoza, who has become a reference in the housewife movement known as ‘Neighbors of Insta’ on Instagram. Results: the research demonstrates the development of a platform for building leadership of influence through four strategic steps in the digital environment: (1) building a sense of community, (2) authenticity under stigma, (3) destigmatization of social identity, and (4) entrepreneurial leadership. Conclusions: this study demonstrates how influencers strategically build their leadership on social networks by re-signifying culturally stigmatized practices, transforming undervalued, ordinary and invisible practices into aspirational and marketable activities.
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Fracalanzza, F. P., Campos, R. D., & Suarez, M. C. (2025). Influence Building in Stigmatized Contexts: Women’s Domestic Work as a Platform for Digital Content. Brazilian Administration Review, 21(Supplement), e240125. https://doi.org/10.1590/1807-7692bar2024240125
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Feitoza, J. [@ju_feitoza]. (2020b, 27 de maio). Vai almocinho todo trabalhado no carboidrato, no amor e carinho também. [Fotografia]. Instagram. https://www.instagram.com/p/CAshAzogQn0/
Feitoza, J. [@ju_feitoza]. (2020c, 20 de dezembro). Porque será que almoço de fim de semana (principalmente almoço de domingo) tem uma magia mais que especial??? [Fotografia]. Instagram. https://www.instagram.com/p/CAshAzogQn0/
Feitoza, J. [@ju_feitoza]. (2020d, 30 de janeiro). Lavanderia e cozinha tudo trabalhado na limpeza e Organização!!!! [Fotografia]. Instagram. https://www.instagram.com/p/B79GrlCghPU/?utm_source=ig_web_copy_ link&igsh=MzRlODBiNWFlZA==
Feitoza, J. [@ju_feitoza]. (2020e, 02 de Junho). Dia de repor uma das minhas misturas preferidas a #misturaturbinadadajufeitoza . Boa tarde amores, dei as caras por aqui né mas é correria amores. [Fotografia]. Instagram. https://www. instagram.com/p/CA8aGoWnkbz/?utm_source=ig_web_copy_link
Feitoza, J. [@ju_feitoza]. (2020f, 18 de julho). Amores sou suspeita para falar, mas Hambúrguer caseiro tem o seu valor né?. [Fotografia]. Instagram. https://www.instagram.com/p/CCzKrEiA1jV/
Feitoza, J. [@ju_feitoza]. (2021a, 27 de maio). A gente aprende tanto observando a VIDA!! Bom dia,bom dia amores preciosos como estão por aí??? [Vídeo]. Instagram. https://www.instagram.com/p/CPX-4wAAQr4/
Feitoza, J. [@ju_feitoza]. (2021b, 13 de dezembro). Segundou mais uma vez… então vamos seguir sem pressa,sem correria,no nosso tempo,de acordo com nossa realidade,que as poucos a gente vai engrenando e tudo acontece… [Fotografia]. Instagram. https://www.instagram.com/p/CXbPMZxLCqr/
Feitoza, J. [@ju_feitoza]. (2021c, 20 de abril). E pra VOCÊ... [Fotografia]. Instagram. https://www.instagram.com/p/CN5MsTUgAw5/?utm_source=ig_web_copy_ link&igsh=MzRlODBiNWFlZA==
Feitoza, J. [@ju_feitoza]. (2021d, 27 de Maio). Janelas protegidas de insetos e mosquitos temos!!! [Fotografia]. Instagram. https://www.instagram.com/p/CPWN_Tlg1p5/
Feitoza, J. [@ju_feitoza]. (2022, 13 de maio). Bom dia, bom dia amores posso apresentar a vocês meu novo ajudante? Sabe aquele negócio de pagar com a língua…tô pagando. [Vídeo]. Instagram. https://www.instagram.com/p/CdgDQGLjUj7/
Feitoza, J. [@ju_feitoza]. (n.d.). Posts. [Instagram profile]. Instagram. https://www.instagram.com/ju_feitoza/?hl=pt-br
Gannon, V., & Prothero, A. (2018). Beauty bloggers and YouTubers as a community of practice. Journal of Marketing Management, 34(7–8), 592–619. https://doi.org/10.1080/0267257X.2018.1482941
Gilbert, S. (2016). Learning in a Twitter-based community of practice: An exploration of knowledge exchange as a motivation for participation in #hcsmca. Information, Communication & Society, 19(9), 1214–1232. https://doi.org/10.1080/1369118X.2016.1186715
Goffman, E. (1959). The presentation of self in everyday life. Doubleday.
Goffman, E. (1963). Stigma: Notes on the management of spoiled identity. Prentice Hall.
Gupta, N, Dorfman, R, Saadat, S,. & Roostaeian, J. (2020) The plastic surgery social media influencer: ethical considerations and a literature review. Aesthetic Surgery Journal 40(6): 691–699. https://doi.org/10.1093/asj/sjz329
He, G., Leurs, K., & Li, Y. (2022). Researching motherhood in the age of short videos: Stay-at-home mothers in China performing labor on Douyin. Media and Communication, 10(3), 273–289. https://doi.org/10.17645/mac.v10i3.5510
Instituto Brasileiro de Geografia e Estatística. (2014). Relatório Estatísticas de Gênero: Indicadores sociais das mulheres no Brasil. https://biblioteca.ibge.gov.br/visualizacao/livros/liv102066_informativo.pdf
Jenkins, R., & Denegri-Knott, J. (2017). Extending the mind: Digital devices and the transformation of consumer practices. In F. Cochoy, J. Hagberg, M. Petersson McIntyre, & N. Sörum (Eds.), Digitalising Consumption: How Devices Shape Consumer Culture (pp. 85–102). Routledge.
Kavakci, E., & Kraeplin, C. R. (2017). Religious beings in fashionable bodies: The online identity construction of hijabi social media personalities. Media, Culture & Society, 39(6), 850-868. https://doi.org/10.1177/0163443716679031
Kozinets, R. (2019). Netnography: The essential guide to qualitative social media research. Sage.
Kozinets, R., De Valck, C., Wojnicki, A., & Wilner, S. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71–89. https://doi.org/10.1509/jm.74.2.71
Kozinets, R., Ferreira, D., & Chimenti, P. (2021). How do platforms empower consumers? Insights from the affordances and constraints of Reclame Aqui. Journal of Consumer Research, 48(3), 428–455. https://doi.org/10.1093/jcr/ucab014
Kozinets, R., Patterson, A., & Ashman, R. (2017). Networks of desire: How technology increases our passion to consume. Journal of Consumer Research, 43(5), 659–682. https://doi.org/10.1093/jcr/ucw061
Labrecque, L., vor dem Esche, J., Mathwick, C., Novak, T., & Hofacker, C. (2013). Consumer power: Evolution in the digital age. Journal of Interactive Marketing, 27(4), 257–269. https://doi.org/10.1016/j.intmar.2013.09.002
Lewis, B., & Rush, D. (2013). Experience in developing Twitter-based communities of practice in higher education. Research in Learning Technology, 21. https://doi.org/10.3402/rlt.v21i0.18657
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