Owned media, influencer marketing, and unofficial brand ambassadors: differences between narratives, types of prescribers, and effects on interactions on Instagram

Abstract In the current era of attention economy, users find themselves in social networks over-saturated with advertising that tends not to catch public’s or have great credibility. this sense, brands are trying get closer their audiences by using non-invasive, user-generated storytelling strategies a more natural and experience-focused message. This research aims compare which narrative elements used official accounts 5 Ibero-American nation on Instagram (UGC) hashtags promoted from those generate greater organic interaction network (likes comments). With correlational view, we seek whether promotion countries generates between generated owned media (UGC). For purpose, two analysis sheets were designed validated perform quantitative, descriptive, content applied, one hand, profiles (Argentina, Ecuador, Mexico, Panama, Venezuela) other these accounts, 100 posts relevance according platform chosen. The main results show Reels reach almost five times higher than any type UGC while contrary, corporate they types least interactions. Unlike what might think, contests (giveaways) fewer likes responsibility content, featuring influencers celebrities also failed achieve significant Overall, same amount as but significantly comments. Brands only outperform individual Photographs Photo Rolls, UCG outperforms for both metrics.