Influenciadores digitais: disposições e trajetórias de consagração no mercado de influência digital

• Ano de defesa: 2023
• Autor(a) principal: Barreto, Davi Lucena
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal da Paraíba; Brasil; Sociologia; Programa de Pós-Graduação em Sociologia; UFPB
• Palavras-chave em Português: Influenciadores digitais; Instagram; Empreendedorismo; Sociologia digital; Digital influencers; Entrepreneurship; Digital sociology; Influencers digitales; Emprendimiento; Sociología digital; CNPQ::CIENCIAS HUMANAS::SOCIOLOGIA
• Link de acesso: https://repositorio.ufpb.br/jspui/handle/123456789/36857

This dissertation aims to analyze the field of digital influence in the social network Instagram, under what circumstances and motivations individuals engage in the craft of content production for social networks and what limitations/charges are imposed by the digital influence market. Aiming at the significant increase in the use of social networks and the constant digitization of the world of life, this new profession has become an important point of connection between companies and consumers in an era where advertising has become increasingly personalized through the collection of data on social network users applied by their respective algorithms. The general objective of the research was to understand the variables that influence the trajectory of digital influencers from the objective conditions of life to the particularities of individual experiences. To this end, statistics were compiled of samples collected through the Influency.me platform of 200 digital influencers belonging to the states of Paraíba and São Paulo, as well as interviews with influencers of different magnitudes to better understand their engagement in the profession and how this relates to previous life experiences, or dispositions. We conclude at the end of the research that the geographic location of the influencer can affect his niche, as well as the profession is structured, among other things, by the constant accumulation of visibility, which proved to be an ephemeral capital. These implications directly affect the way such professionals manage the limits of their personal and professional lives, which proved to be a determining disposition in the permanence of agents in the profession.