Estratégias de autenticidade adotadas por influenciadores digitais de baixa renda
Autor(a) principal: | |
---|---|
Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da ESPM |
Texto Completo: | http://tede2.espm.br/handle/tede/688 |
Resumo: | Brazil leads the ranking of Instagram users, behind only the United States (USA). It is a network most used by low-income youth who have their lives transformed by the social networks. Digital Influencers are key to influence decision and purchase intention. They have the challenge to produce authentic content, generate income and value to followers and partners. On the other hand, 78% of followers disapprove advertisements which makes day-to-day of these professionals more challenging. The present study is characterized by low income of digital influencers to identify possible strategies and alternatives that can be used in their content production without losing their authenticity. Through a netnografic research with 31 low-income digital influencers, from different regions of Brazil, we conclude that they express their authenticity when they are faithful to their beliefs and values and community culture where they are inserted. When digital influencers create authentic, original, and creative contents they generate genuine experiences to partners and community and paid partnerships could be perceived as positive by followers. At same time, brands could explore long term partnerships, recruiting influencers that fits genuinely with their brands storytelling and can achieve better results empowering influencers to create content following their personal style and narratives. |
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Cordeiro, Rafaela AlmeidaStrehlau, Vivian IaraNogami, Vitor Koki da Costa312.423.428-69https://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K9798654J5&tokenCaptchar=03AAYGu2RHk9B2viaoHXdraPOWT3lzM2CVCl-CckkOkigOu--eYCdgzcdePqn84M8JnW2z_gxW07kt96VW9MvrWqPws7CxwerKglABjpRIv3ulKKi0_WkjvvX1pRBykaQw2eOv6qaaL7rwiQK4ZCdT1CDn6IEe-x0PegiC8HJzSASNoHB3isFiFFe-bMJ1O0TL6jI6F9wzs4uZbBuOVfFPDsvoP6ITH5esYdyfy_YwGDg95cxLDEC26Y4O_49Q5rE6hzwg1A1oyrjX4uKScuncp3vmcwWqqoE2NJ_B7rCp6ueOkHm609nNK3WT8wl1qBp58E29TNca4Io_AV7cYRTMWC-govxwbHiUxW_lMjiGlNwnDHGw8KBBETB6rMu9rPp6dkpNuf9t6z5IDLnbrOe-BXgNCg_Xz4vJTEMUwP-1gYYRHATJQRLSba9-H00tCmP6pSLBGkatKFTjVxGyBk9UYW_Le2oCzRO5yIidGF7fgCn6tZpy4pgH3cN66TU3_A0M3OUXpVPx7Oz-tKwHImvINpK4jimi4PLyaBkCkvLQihpys6i6NDlleZUNóbrega, Ana Paula de2023-07-13T15:20:09Z2022-04-06Nóbrega, Ana Paula de. Estratégias de autenticidade adotadas por influenciadores digitais de baixa renda. 2022. [76 f.]. Dissertação (Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/688Brazil leads the ranking of Instagram users, behind only the United States (USA). It is a network most used by low-income youth who have their lives transformed by the social networks. Digital Influencers are key to influence decision and purchase intention. They have the challenge to produce authentic content, generate income and value to followers and partners. On the other hand, 78% of followers disapprove advertisements which makes day-to-day of these professionals more challenging. The present study is characterized by low income of digital influencers to identify possible strategies and alternatives that can be used in their content production without losing their authenticity. Through a netnografic research with 31 low-income digital influencers, from different regions of Brazil, we conclude that they express their authenticity when they are faithful to their beliefs and values and community culture where they are inserted. When digital influencers create authentic, original, and creative contents they generate genuine experiences to partners and community and paid partnerships could be perceived as positive by followers. At same time, brands could explore long term partnerships, recruiting influencers that fits genuinely with their brands storytelling and can achieve better results empowering influencers to create content following their personal style and narratives.O Brasil lidera o ranking de usuários do Instagram, atrás somente dos Estados Unidos (EUA). Trata-se de uma das redes sociais mais utilizadas por jovens de baixa renda que, com sua ajuda, veem suas vidas transformadas pela ampliação de suas perspectivas, pertencimento e empoderamento. Influenciadores digitais são peça fundamental na tomada de decisão de compra de um produto e/ou serviço. Eles têm o desafio de se comunicar de forma autêntica, e as parcerias pagas são para eles uma importante ferramenta de renda e geração de valor. Por outro lado, 78% dos jovens desaprovam propagandas baseadas em celebridades, o que torna o dia a dia desses profissionais mais desafiador. O objetivo deste estudo é caracterizar a autenticidade de influenciadores digitais de baixa renda expressa em seus conteúdos. Por meio de uma pesquisa netnográfica com 31 influenciadores digitais de baixa renda, de diferentes regiões do Brasil, concluímos que eles expressam sua autenticidade quando são fiéis a suas crenças e valores e se apropriam da cultural que estão inseridos. Quando os influenciadores produzem seus conteúdos de forma autêntica e criativa, transmitem experiências genuínas com as marcas e respeitam seu ângulo/tema de autoridade, as relações de parceria paga são recebidas de forma bastante positiva por seus seguidores. As marcas, por sua vez, podem se beneficiar ao explorar parcerias de mais longo prazo, escolhendo influenciadores que apresentem algum tipo de conexão genuína com suas marcas e seguidores. Podem-se obter melhores resultados empoderando os influenciadores para produzirem conteúdos de forma criativa e autêntica.Submitted by Débora Silva (deborasilva@espm.br) on 2023-07-12T18:58:31Z No. of bitstreams: 1 Ana Paula de Nobrega.pdf: 2921704 bytes, checksum: 17ff6b12656b9ba00aae0bc41df2fcaa (MD5)Approved for entry into archive by Débora Silva (deborasilva@espm.br) on 2023-07-13T15:08:06Z (GMT) No. of bitstreams: 1 Ana Paula de Nobrega.pdf: 2921704 bytes, checksum: 17ff6b12656b9ba00aae0bc41df2fcaa (MD5)Approved for entry into archive by Débora Silva (deborasilva@espm.br) on 2023-07-13T15:18:34Z (GMT) No. of bitstreams: 1 Ana Paula de Nobrega.pdf: 2921704 bytes, checksum: 17ff6b12656b9ba00aae0bc41df2fcaa (MD5)Made available in DSpace on 2023-07-13T15:20:09Z (GMT). No. of bitstreams: 1 Ana Paula de Nobrega.pdf: 2921704 bytes, checksum: 17ff6b12656b9ba00aae0bc41df2fcaa (MD5) Previous issue date: 2022-04-06application/pdfhttp://tede2.espm.br/retrieve/2440/Ana%20Paula%20de%20Nobrega.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Mestrado Profissional em Comportamento do ConsumidorESPMBrasilESPM::Pós-Graduação Stricto Sensuinfluenciadores digitais; baixa renda; autenticidadedigital influencers; low-income; authencityCIENCIAS SOCIAIS APLICADAS::COMUNICACAOEstratégias de autenticidade adotadas por influenciadores digitais de baixa rendaAuthenticity strategies adopted by low-income digital influencersinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-5003969050085565866500500600-4455193753091852328-4056021055502874573info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMTHUMBNAILAna Paula de Nobrega.pdf.jpgAna Paula de Nobrega.pdf.jpgimage/jpeg1943http://tede2.espm.br:8080/tede/bitstream/tede/688/4/Ana+Paula+de+Nobrega.pdf.jpgcc73c4c239a4c332d642ba1e7c7a9fb2MD54TEXTAna Paula de Nobrega.pdf.txtAna Paula de Nobrega.pdf.txttext/plain121622http://tede2.espm.br:8080/tede/bitstream/tede/688/3/Ana+Paula+de+Nobrega.pdf.txtdb468a2747040c4a53fcd748f03ab789MD53ORIGINALAna Paula de Nobrega.pdfAna Paula de Nobrega.pdfapplication/pdf2921704http://tede2.espm.br:8080/tede/bitstream/tede/688/2/Ana+Paula+de+Nobrega.pdf17ff6b12656b9ba00aae0bc41df2fcaaMD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81912http://tede2.espm.br:8080/tede/bitstream/tede/688/1/license.txt652c58b294e08ded719d10bdbc42f8ceMD51tede/6882023-07-14 01:00:10.793oai:tede2.espm.br: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Biblioteca Digital de Teses e Dissertaçõeshttps://tede2.espm.br/http://tede2.espm.br/oai/requestacervodigital@espm.br||hribeiro@espm.bropendoar:2023-07-14T04:00:10Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.por.fl_str_mv |
Estratégias de autenticidade adotadas por influenciadores digitais de baixa renda |
dc.title.alternative.eng.fl_str_mv |
Authenticity strategies adopted by low-income digital influencers |
title |
Estratégias de autenticidade adotadas por influenciadores digitais de baixa renda |
spellingShingle |
Estratégias de autenticidade adotadas por influenciadores digitais de baixa renda Nóbrega, Ana Paula de influenciadores digitais; baixa renda; autenticidade digital influencers; low-income; authencity CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Estratégias de autenticidade adotadas por influenciadores digitais de baixa renda |
title_full |
Estratégias de autenticidade adotadas por influenciadores digitais de baixa renda |
title_fullStr |
Estratégias de autenticidade adotadas por influenciadores digitais de baixa renda |
title_full_unstemmed |
Estratégias de autenticidade adotadas por influenciadores digitais de baixa renda |
title_sort |
Estratégias de autenticidade adotadas por influenciadores digitais de baixa renda |
author |
Nóbrega, Ana Paula de |
author_facet |
Nóbrega, Ana Paula de |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Cordeiro, Rafaela Almeida |
dc.contributor.referee1.fl_str_mv |
Strehlau, Vivian Iara |
dc.contributor.referee2.fl_str_mv |
Nogami, Vitor Koki da Costa |
dc.contributor.authorID.fl_str_mv |
312.423.428-69 |
dc.contributor.authorLattes.fl_str_mv |
https://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K9798654J5&tokenCaptchar=03AAYGu2RHk9B2viaoHXdraPOWT3lzM2CVCl-CckkOkigOu--eYCdgzcdePqn84M8JnW2z_gxW07kt96VW9MvrWqPws7CxwerKglABjpRIv3ulKKi0_WkjvvX1pRBykaQw2eOv6qaaL7rwiQK4ZCdT1CDn6IEe-x0PegiC8HJzSASNoHB3isFiFFe-bMJ1O0TL6jI6F9wzs4uZbBuOVfFPDsvoP6ITH5esYdyfy_YwGDg95cxLDEC26Y4O_49Q5rE6hzwg1A1oyrjX4uKScuncp3vmcwWqqoE2NJ_B7rCp6ueOkHm609nNK3WT8wl1qBp58E29TNca4Io_AV7cYRTMWC-govxwbHiUxW_lMjiGlNwnDHGw8KBBETB6rMu9rPp6dkpNuf9t6z5IDLnbrOe-BXgNCg_Xz4vJTEMUwP-1gYYRHATJQRLSba9-H00tCmP6pSLBGkatKFTjVxGyBk9UYW_Le2oCzRO5yIidGF7fgCn6tZpy4pgH3cN66TU3_A0M3OUXpVPx7Oz-tKwHImvINpK4jimi4PLyaBkCkvLQihpys6i6NDlleZU |
dc.contributor.author.fl_str_mv |
Nóbrega, Ana Paula de |
contributor_str_mv |
Cordeiro, Rafaela Almeida Strehlau, Vivian Iara Nogami, Vitor Koki da Costa |
dc.subject.por.fl_str_mv |
influenciadores digitais; baixa renda; autenticidade |
topic |
influenciadores digitais; baixa renda; autenticidade digital influencers; low-income; authencity CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
digital influencers; low-income; authencity |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
Brazil leads the ranking of Instagram users, behind only the United States (USA). It is a network most used by low-income youth who have their lives transformed by the social networks. Digital Influencers are key to influence decision and purchase intention. They have the challenge to produce authentic content, generate income and value to followers and partners. On the other hand, 78% of followers disapprove advertisements which makes day-to-day of these professionals more challenging. The present study is characterized by low income of digital influencers to identify possible strategies and alternatives that can be used in their content production without losing their authenticity. Through a netnografic research with 31 low-income digital influencers, from different regions of Brazil, we conclude that they express their authenticity when they are faithful to their beliefs and values and community culture where they are inserted. When digital influencers create authentic, original, and creative contents they generate genuine experiences to partners and community and paid partnerships could be perceived as positive by followers. At same time, brands could explore long term partnerships, recruiting influencers that fits genuinely with their brands storytelling and can achieve better results empowering influencers to create content following their personal style and narratives. |
publishDate |
2022 |
dc.date.issued.fl_str_mv |
2022-04-06 |
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2023-07-13T15:20:09Z |
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info:eu-repo/semantics/publishedVersion |
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dc.identifier.citation.fl_str_mv |
Nóbrega, Ana Paula de. Estratégias de autenticidade adotadas por influenciadores digitais de baixa renda. 2022. [76 f.]. Dissertação (Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/688 |
identifier_str_mv |
Nóbrega, Ana Paula de. Estratégias de autenticidade adotadas por influenciadores digitais de baixa renda. 2022. [76 f.]. Dissertação (Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
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