Empowerment of Plus-Size Women Influencers: Challenges and Social Change on social media
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This study explores the intrinsic motivations of plus-size women influencers on social media, analyzing their role in promoting body acceptance and empowerment. In a context dominated by beauty standards that exclude body diversity, these influencers emerge as agents of change by challenging stereotypes and fostering more inclusive representation. This research is relevant given the limited literature on their social and commercial impact, despite their growing influence in fashion and digital marketing. An exploratory qualitative approach was adopted, based on 13 semi-structured interviews with plus-size Ibero-American women influencers on Instagram. Data analysis was conducted using an inductive coding process following grounded theory. Results are interpreted through Zimmerman's psychological empowerment model. In an intrapersonal dimension, participants demonstrate strengthened self-esteem and high self-efficacy, derived from creating positive content. In an interactional dimension, they build meaningful connections with their communities, fostering identification and support. Finally, in a behavioral dimension, their actions drive concrete social changes, such as increasing the visibility of non-normative bodies, challenging fatphobia, and collaborating with inclusive brands. In conclusion, these influencers not only act as role models for diverse body representation but also transform social perceptions of beauty and fashion, establishing themselves as key figures in the fight for diversity and inclusion in cultural and commercial industries.
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