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Abstract(s)
A presente investigação pretende aferir de que forma os hábitos de alimentação saudável
promovidos pelos influenciadores digitais têm impacto na vida dos seus seguidores. Desta
forma, o estudo tenciona compreender dois aspetos: quais os conteúdos que são regularmente
partilhados, nos média sociais, por estes influenciadores digitais e que tipo de interação
possuem com os seus seguidores.
Assim sendo, optou-se por uma metodologia de tipologia qualitativa com recurso a
entrevistas aos influenciadores e a análise documental. Neste sentido, procedeu-se à análise
dos conteúdos publicados por duas influenciadoras digitais YouTube e por duas
influenciadoras digitais Instagram, entre os meses de abril e junho de 2021. Por fim, foram
realizadas entrevistas exploratórias e semidiretivas às quatro influenciadoras digitais. Com
este estudo exploratório, foi possível concluir que as quatro influenciadoras digitais
valorizam a partilha de conteúdos que sejam informativos e credíveis, com o intuito de poder
ajudar os seus seguidores. A preocupação pela partilha de conteúdos de forma autêntica e
real faz com que as suas comunidades de seguidores confiem nas informações partilhadas
pelas influenciadoras, conferindo-lhes, por sua vez, um maior poder de influência. Por fim,
observamos que estas influenciadoras digitais, por serem categorizados como
microinfluenciadoras, têm menor alcance, porém o nível de credibilidade e a eficiência da
mensagem são maiores e, por esse motivo, assiste-se a uma forte relação entre influenciador
e seguidor.
This research aims to assess how the healthy eating habits promoted by digital influencers have an impact on the life of their followers. This way the study intends to comprehend two aspects: what content is regularly shared on social media by said influencers and what type of interaction they possess with their followers. Therefore, we opted for a methodology of qualitative typology recurring to interviews with influencers and documentary analysis. We reviewed the content uploaded by two digital influencers from Instagram and by two from YouTube as well, between April and June 2021. Then several exploratory and semi-directive interviews were conducted with those four digital influencers. With this exploratory study, it was possible to conclude that the aforementioned influencers value informative and credible content with the intent to help their followers. Their concern for authentic content makes their communities have more trust in them and, in turn, have a bigger influence. In the end, we observed that these digital influencers, categorized as micro-influencers, have a smaller reach, however, the level of credibility and efficiency are higher and for that reason, there is a strong relationship between influencer and follower.
This research aims to assess how the healthy eating habits promoted by digital influencers have an impact on the life of their followers. This way the study intends to comprehend two aspects: what content is regularly shared on social media by said influencers and what type of interaction they possess with their followers. Therefore, we opted for a methodology of qualitative typology recurring to interviews with influencers and documentary analysis. We reviewed the content uploaded by two digital influencers from Instagram and by two from YouTube as well, between April and June 2021. Then several exploratory and semi-directive interviews were conducted with those four digital influencers. With this exploratory study, it was possible to conclude that the aforementioned influencers value informative and credible content with the intent to help their followers. Their concern for authentic content makes their communities have more trust in them and, in turn, have a bigger influence. In the end, we observed that these digital influencers, categorized as micro-influencers, have a smaller reach, however, the level of credibility and efficiency are higher and for that reason, there is a strong relationship between influencer and follower.
Description
Keywords
Influenciadores digitais Microinfluenciadores Alimentação saudável Marketing de influência Estilos de vida Marketing Digital influencers Micro-influencers Healthy eating Influencer marketing Lifestyles