O papel do design gráfico na imagem dos influenciadores digitais na área da saúde e bem-estar

• Autor(a) principal: Oliveira, Ana Isabel Viana
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.22/21280
• topic: Design gráfico; Instagram; Influenciador digital; Conteúdo; Graphic design; Digital influencer; Content; Gestão

Influence marketing is a trend in digital marketing with increased uptake by brands. This strategy involves people that produce independent content on social media. The content producers are called influencers and have the power to influence a massive number of people. In this sense, the main purpose of the dissertation is to understand how digital influencers reproduce the content on a graphic level in the social network Instagram, in order to comprehend if they follow the key principles of graphic design: typography, colour and structure. It is intended to understand if graphic design has any impact in the interaction with the publications. To this end, one area inside of influencers was selected, health and wellness, being one of the subjects where the content is more graphical. A qualitative methodology was utiilised: namely interviews with digital influencers in the area of health and well-being in order to understand how they adopt graphic design, as well as interviews with design professionals (graphic or equivalent) in order to analyze the profiles of digital influencers at a graphic level.. Lastly, a thematic analysis was conducted with the assistance of an evaluation grid, regarding the basic foundations of graphic design. The findings obtained allowed to conclude that digital influencers utilize graphic design by self-intuition and personal taste, although there is a concern to create/maintain a graphic line, what is essential to differentiate them from others. Lastly, according to influencers, the more graphical posts are the ones containing a bigger number of likes and comments compared with the others.