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Abstract(s)
Devido ao crescimento das redes sociais, os influenciadores digitais ganharam
preponderância, o que os colocou numa posição privilegiada para comunicar de forma eficaz
com o seu público. Esta dissertação investiga a importância do digital nos dias de hoje,
através do fenómeno dos influenciadores digitais. Abordam-se também os princípios de
comunicação digital, a teoria dos líderes de opinião e ainda o papel da influência no meio
social. Conta ainda com a definição da indústria 4.0 e uma reflexão sobre a mesma. Para
responder as perguntas de investigação “O que é que caracteriza hoje a atividade de
influenciadores digitais?”, “O que se espera que possa vir a ser o influenciador digital no
futuro?”, procurou-se a perspetiva dos utilizadores de redes socias portugueses sobre o
fenómeno. Para tal, foram usados métodos quantitativos – inquérito por questionário com
159 participantes e foram recolhidos dados quantitativos através da exposição aleatória da
amostra. Os resultados mostram-nos que os participantes percecionam em média a atividade
de Influenciadores Digitais, de uma maneira geral, como uma nova profissão que se apresenta
como um mercado profissional em crescimento em Portugal , tal como, será uma atividade
duradora e como sendo ligeiramente uma atividade com elevado prestígio na sociedade
portuguesa. De igual modo, creem que os Influenciadores Digitais são persuasivos na
aquisição de bens e serviços, tal como, benéficos para a sociedade atual.
Due to the growth of social networks, digital influencers have gained preponderance, which has placed them in a privileged position to communicate effectively with their audience. This dissertation investigate the importance of the digital today, through the phenomenon of digital influencers. Digital communication principles, the theory of opinion leaders and the role of influence in the social environment are also addressed. It also has the definition of industry 4.0 and a reflection on it. To answer the questions of investigation "What characterizes the activity of digital influencers today?”, “What is expected to be the digital influencer in the future?", We thought the perspective of Portuguese users of social networks about the phenomenon. For this, quantitative methods were used - questionnaire survey with 159 participants and quantitative data were collected through random sample exposure. The results show us that the participants perceive on average the activity of Digital Influencers, in general, as a new profession that presents itself as a growing professional market in Portugal, as it will be a lasting activity and as being slightly an activity with high prestige in Portuguese society. Likewise, they believe that Digital Influencers are persuasive in the acquisition of goods and services, as well as beneficial to today's society.
Due to the growth of social networks, digital influencers have gained preponderance, which has placed them in a privileged position to communicate effectively with their audience. This dissertation investigate the importance of the digital today, through the phenomenon of digital influencers. Digital communication principles, the theory of opinion leaders and the role of influence in the social environment are also addressed. It also has the definition of industry 4.0 and a reflection on it. To answer the questions of investigation "What characterizes the activity of digital influencers today?”, “What is expected to be the digital influencer in the future?", We thought the perspective of Portuguese users of social networks about the phenomenon. For this, quantitative methods were used - questionnaire survey with 159 participants and quantitative data were collected through random sample exposure. The results show us that the participants perceive on average the activity of Digital Influencers, in general, as a new profession that presents itself as a growing professional market in Portugal, as it will be a lasting activity and as being slightly an activity with high prestige in Portuguese society. Likewise, they believe that Digital Influencers are persuasive in the acquisition of goods and services, as well as beneficial to today's society.
Description
Keywords
Influenciadores digitais Internet Comunicação digital Profissionalização Redes sociais Utilizadores Digital influencers Digital communication Professionalization Social networks Users