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O crescente desenvolvimento de um contexto digital deu origem a novos conceitos, principalmente quando associado à comunicação de uma marca. A presente dissertação explora a comunicação de marcas no ambiente digital através dos influenciadores digitais do género masculino e os indivíduos pertencentes à geração Millennial. Fundamentam-se as relações entre a tecnologia, a comunicação e a sociologia, para dar conta do desenvolvimento digital, associado a uma nova perspetiva comunicativa e à capacidade de ambas de influenciar a sociedade contemporânea.
A presente dissertação baseia-se num estudo sobre indivíduos do género masculino pertencentes à geração Millennial, com idades compreendidas entre os 25 e os 36 anos de idade, através de uma metodologia mista. Foi desenvolvido um inquérito por questionário, de onde resultaram 126 respostas válidas, e foram realizadas cinco entrevistas. Os resultados sugerem, por um lado, que estes são indivíduos que realmente consideram e valorizam os influenciadores como formato de comunicação por parte das marcas, principalmente na categoria de beleza e self-care. Por outro lado, notaram-se diferenças entre o grupo geracional, com uma associação mais forte aos influenciadores entre os indivíduos com 25 a 29 anos. Assim, a segmentação geracional do mercado engloba indivíduos com características distintas, não só ao nível cultural e social, mas principalmente e associadas a diferentes contextos e fases de vida.
The growing development of a digital context has given rise to new concepts, especially when associated with brand communication. This dissertation explores the communication of brands in the digital environment through male digital influencers and individuals belonging to the Millennial generation. The relationships between technology, communication and sociology were conceptualized, to account for the digital development, associated with a new communicative perspective and their ability to influence contemporary society. This dissertation is based on a study of male individuals of the Millennial generation, aged between 25 and 36 years, using a mixed methodology. A questionnaire survey was developed, resulting in 126 valid answers, and five interviews were conducted. The results suggest, on the one hand, that these are individuals who really consider and value influencers as a communication format for brands, especially in the beauty and self-care category. On the other hand, differences were noted between the generational group, with a stronger association with influencers among individuals aged 25-29. Thus, the generational segmentation of the market encompasses individuals with distinct characteristics, not only at the cultural and social level, but mainly and associated with different contexts and life stages.
The growing development of a digital context has given rise to new concepts, especially when associated with brand communication. This dissertation explores the communication of brands in the digital environment through male digital influencers and individuals belonging to the Millennial generation. The relationships between technology, communication and sociology were conceptualized, to account for the digital development, associated with a new communicative perspective and their ability to influence contemporary society. This dissertation is based on a study of male individuals of the Millennial generation, aged between 25 and 36 years, using a mixed methodology. A questionnaire survey was developed, resulting in 126 valid answers, and five interviews were conducted. The results suggest, on the one hand, that these are individuals who really consider and value influencers as a communication format for brands, especially in the beauty and self-care category. On the other hand, differences were noted between the generational group, with a stronger association with influencers among individuals aged 25-29. Thus, the generational segmentation of the market encompasses individuals with distinct characteristics, not only at the cultural and social level, but mainly and associated with different contexts and life stages.
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Palavras-chave
Millennial Influenciadores digitais Masculino Marca Consumidor Digital influencers Male Brand Consumer