Influenciadores digitais

: evolução e perspetivas futuras nas redes sociais em Portugal

Abstract

Due to the growth of social networks, digital influencers have gained preponderance,which has placed them in a privileged position to communicate effectively with theiraudience. This dissertation investigate the importance of the digital today, through thephenomenon of digital influencers. Digital communication principles, the theory of opinionleaders and the role of influence in the social environment are also addressed. It also has thedefinition 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 thedigital influencer in the future?", We thought the perspective of Portuguese users of socialnetworks about the phenomenon. For this, quantitative methods were used - questionnairesurvey with 159 participants and quantitative data were collected through random sampleexposure. The results show us that the participants perceive on average the activity of DigitalInfluencers, in general, as a new profession that presents itself as a growing professionalmarket in Portugal, as it will be a lasting activity and as being slightly an activity with highprestige in Portuguese society. Likewise, they believe that Digital Influencers are persuasivein the acquisition of goods and services, as well as beneficial to today's society.

Date of Award	12 Apr 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Fernando Ilharco (Supervisor)