Influencer marketing has become a fundamental tool in advertising. At the same time, the presence of minors on social media has become widespread, especially on their parents’ channels, as seen with micro-influencer mothers (those with less than 100 000 followers). This study aims to understand their communication and engagement strategies through an exploratory data analysis of the Instagram activity of five micro-influencers during five months (August to December 2022), analyzing 276 posts. The research shows that, like instamoms, the profiles studied feature several brands employing different advertising techniques, often lacking transparency regarding their commercial relationships. Most posts that showcase brands do not include any disclosure about a commercial collaboration. Fashion brands appear more frequently, but the food sector is particularly concerning, as many promote unh...

Influencer marketing has become a fundamental tool in advertising. At the same time, the presence of minors on social media has become widespread, especially on their parents’ channels, as seen with micro-influencer mothers (those with less than 100 000 followers). This study aims to understand their communication and engagement strategies through an exploratory data analysis of the Instagram activity of five micro-influencers during five months (August to December 2022), analyzing 276 posts. The research shows that, like instamoms, the profiles studied feature several brands employing different advertising techniques, often lacking transparency regarding their commercial relationships. Most posts that showcase brands do not include any disclosure about a commercial collaboration. Fashion brands appear more frequently, but the food sector is particularly concerning, as many promote unh...

The early presence of adolescents in social networks (SN) and their prolonged exposure to influencer advertising, a non-invasive tactic focused on short-term advertising objectives with influencers as the digital advertising system's pillar, have placed them at risk. Evidence indicates hybridization in advertising (Feijoo et al., 2021; Feijoo, et al., 2023; Suárez-Álvarez and Pastor-Rodríguez, 2023) and limited capabilities of the adolescent to recognize advertising if it is not signaled (Evans et al., 2017; Feijoo et al., 2021; Martins et al., 2023; Zozaya Durazo et al., 2022; Zozaya-Durazo and Sádaba-Chalezquer, 2022). This prevents him from activating a critical attitude toward advertising (Evans et al., 2017; Feijoo et al., 2021; Feijoo et al., 2023; Zozaya Durazo et al., 2022). Therefore, it is essential to understand how they interact, perceive, and respond to influencer advert...