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Publication
O impacto do marketing de influência na adoção de um estilo de vida saudável por parte das mulheres : o caso da influencer Pamela Reif
| Name: | Description: | Size: | Format: | |
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| 5.54 MB | Adobe PDF |
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Abstract(s)
A Influenciadora Pamela Reif é conhecida pelos seus conteúdos de fitness divulgados no Instagram e no Youtube, alcançando milhares de seguidores. Face ao exposto, a presente investigação visa compreender o impacto que a mesma exerce na adoção de um estilo de vida saudável por parte do público feminino que a segue no Instagram. Assim, esta investigação contou com uma metodologia qualitativa, desenvolvida através de Focus group. Foi possível verificar que o impacto que a Influenciadora Pamela Reif tem nas suas seguidoras do Instagram é positivo, mas, curiosamente, este impacto é verificado somente no que diz respeito à prática de exercício físico. Temas propagados pela Influenciadora como alimentação, estilo de vida saudável, saúde mental e consumo não demonstraram ter qualquer tipo de efeito na adoção de um estilo de vida saudável por parte da amostra. Estes dados revelam ainda que, embora a relevância dos Influenciadores nas redes sociais seja notável, os seguidores apresentam uma clara seletividade quanto ao conteúdo divulgado pelos mesmos.
The Influencer Pamela Reif is known for her fitness content posted on Instagram and Youtube, reaching thousands of followers. Therefore, this research aims to understand the impact she has on the adoption of a healthy lifestyle by the female audience that follows her on Instagram. This research applied a qualitative methodology, developed through several Focus groups. It was possible to verify that the impact that the Influencer Pamela Reif has on her Instagram followers is positive, but, curiously, this impact can only be verified regarding the practice of physical exercise. Topics propagated by the Influencer such as diet, healthy lifestyle, mental health and consumption did not prove to have any kind of effect on the sample's adoption of a healthy lifestyle. The given data also shows that, although the relevance of Influencers on social networks is notable, followers are clearly selective about the content they disseminate.
The Influencer Pamela Reif is known for her fitness content posted on Instagram and Youtube, reaching thousands of followers. Therefore, this research aims to understand the impact she has on the adoption of a healthy lifestyle by the female audience that follows her on Instagram. This research applied a qualitative methodology, developed through several Focus groups. It was possible to verify that the impact that the Influencer Pamela Reif has on her Instagram followers is positive, but, curiously, this impact can only be verified regarding the practice of physical exercise. Topics propagated by the Influencer such as diet, healthy lifestyle, mental health and consumption did not prove to have any kind of effect on the sample's adoption of a healthy lifestyle. The given data also shows that, although the relevance of Influencers on social networks is notable, followers are clearly selective about the content they disseminate.
Description
Keywords
Marketing de influência Instagram Redes sociais Estilos de vida saudável Fitspiration Influence marketing Social media Healthy lifestyle
Pedagogical Context
Citation
Publisher
CC License
Without CC licence