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Abstract(s)
Esta dissertação foi realizada no âmbito do estudo de um fenómeno em ascensão, os digital influencers, com o intuito de proporcionar à sociedade contemporânea conhecimento daquilo que é, efetivamente, ser um influencer. Os objetivos específicos desta investigação passam por conhecer quais as motivações dos influencers; determinar se as condições de partida facilitam, ou não o aparecimento de disposições para ser influencer; analisar a relação que existe entre a remuneração dos influencers e a autenticidade das suas publicações; compreender as caraterísticas sociodemográficas dos seus seguidores; perceber se ser influencer pode ser considerado uma profissão e, finalmente, compreender as alterações provocadas no estilo de vida dos indivíduos resultantes do exercício da sua atividade enquanto digital influencers. Para atingir os objetivos traçados, aplicaram-se entrevistas semiestruturadas de caráter biográfico a dez influencers portugueses que, posteriormente, foram interpretadas e analisadas recorrendo à construção de retratos sociológicos. Como principais conclusões do trabalho, enumera-se o facto de os influencers serem maioritariamente movidos por fatores de ordem pessoal; os constrangimentos familiares de origem e o grau de escolarização, apesar de inibidores ou impulsionadores, não serem preponderantes no aparecimento de disposições para ser digital influencer; a inexistência de uma relação diretamente proporcional entre a remuneração dos influencers e a autenticidade das suas publicações; a capacidade dos influencers para abordar diferentes temas e chegarem a nichos de mercado variados; a validação da atividade de criador de conteúdos digitais enquanto profissão; e a existência de mudanças no estilo de vida dos indivíduos fomentadas por esta atividade.
This dissertation was carried out within the scope of the study of a rising phenomenon, the digital influencers, in order to provide contemporary society with knowledge of what it is, exactly, to be an influencer. The specific objectives of this investigation are to know the motivations of the influencers; determine whether or not the conditions of origin facilitate the appearance of dispositions to be an influencer; analyze the relationship that exists between the remuneration of influencers and the authenticity of their publications; understand the sociodemographic characteristics of its followers; understand if being an influencer can be considered a profession and, finally, understand the changes caused in the lifestyle of individuals resulting from the exercise of their activity as digital influencers. To achieve the objectives set, semi-structured interviews of a biographical character were applied to ten Portuguese influencers, which were subsequently interpreted and analyzed using the construction of sociological portraits. The main conclusions of the work include the fact that influencers are mostly driven by personal factors; family constraints of origin and the level of education, although inhibitors or drivers, are not preponderant in the appearance of dispositions in individuals to be an influencer; the lack of a directly proportional relationship between the remuneration of influencers and the authenticity of their publications; the ability of influencers to approach different topics and reach different market niches; the validation of the activity of digital content creator as a profession; and the existence of changes in the lifestyle of individuals fostered by this activity.
This dissertation was carried out within the scope of the study of a rising phenomenon, the digital influencers, in order to provide contemporary society with knowledge of what it is, exactly, to be an influencer. The specific objectives of this investigation are to know the motivations of the influencers; determine whether or not the conditions of origin facilitate the appearance of dispositions to be an influencer; analyze the relationship that exists between the remuneration of influencers and the authenticity of their publications; understand the sociodemographic characteristics of its followers; understand if being an influencer can be considered a profession and, finally, understand the changes caused in the lifestyle of individuals resulting from the exercise of their activity as digital influencers. To achieve the objectives set, semi-structured interviews of a biographical character were applied to ten Portuguese influencers, which were subsequently interpreted and analyzed using the construction of sociological portraits. The main conclusions of the work include the fact that influencers are mostly driven by personal factors; family constraints of origin and the level of education, although inhibitors or drivers, are not preponderant in the appearance of dispositions in individuals to be an influencer; the lack of a directly proportional relationship between the remuneration of influencers and the authenticity of their publications; the ability of influencers to approach different topics and reach different market niches; the validation of the activity of digital content creator as a profession; and the existence of changes in the lifestyle of individuals fostered by this activity.
Description
Keywords
Influencer marketing Digital Influencers Micro-Influencer Instagram Autenticidade Authenticity