Consumo e autoestima: uma análise de percepção a partir dos comentários das seguidoras da digital influencer Bruna Tavares no Instagram

Abstract

Nowadays, the growth of the Internet and technological developments have brought young people and adults closer to the virtual universe, making it a phenomenon that cannot be ignored. In the context that the diversity of information exchanged online reveals its great potential, it is noticed the space for the emergence of Digital Influencers on the Internet through the Instagram platform, which currently dictate and follow trends in fashion and beauty. Thus, with the increase in the use of Instagram as a sales strategy for large companies and the segment where the consumers of beauty products are, besides considering the role of the influencers we come to the problem of discovering how the followers perceive the advertising strategies used by the digital influencer Bruna Tavares Instagram, to answer this question we have the general objective to analyze the comments of the consumers focusing on the categories buying behavior and strengthening of their self-esteem. The theoretical framework encompass authors such as Castells (2009), Pinho (2000), Recuero (2010), Telles (2010) and Wolf (1992). In the methodology, we use Gade (1998), Karsakliam (2004), Gil (2007) and Bardin (2009). The research used bibliographic review and a qualitative exploratory approach, with content analysis technique. This research brings information that is important for the academic and marketing scene, attributing more relevant content about new social media and how consumers perceive this medium.