Exploring the use of gender-fair language by influencers

Purpose Explore the use of Gender-Fair Language (GFL) by influencers on Instagram. Design/methodology/approach The clustering methodology. A digital Bag-of-Words (BoW) Method called GFL Clustering BoW Methodology to identify whether an inclusive marketing (IM) strategy can be used. Thus, this research has a methodological and practical contribution increasing number technology tools. Findings This study is original as it proposes contributes with methods associated transfers in order improve strategies, tactics operations for content data integrity approach. Research limitations/implications Due limitations application programming interface (API) social network Instagram, limited text were used, which allowed retrieving last 12 publications each studied profile. In addition, should considered that only includes Spanish language applied sample from Chile. Practical implications will lead key finding definition communication strategies both public private organizations. Originality/value originality work lies its attractive nonprofit for-profit organizations, government bodies enterprises measurement success campaigns IM communicational incorporate non-sexist their consumers so contribute society.