O impacto do marketing de influência na adoção de um estilo de vida saudável por parte das mulheres

: o caso da influencer Pamela Reif

Abstract

The Influencer Pamela Reif is known for her fitness content posted on Instagram and Youtube, reaching thousands of followers. Therefore, this research aims to understand the impact she has on the adoption of a healthy lifestyle by the female audience that follows her on Instagram. This research applied a qualitative methodology, developed through several Focus groups. It was possible to verify that the impact that the Influencer Pamela Reif has on her Instagram followers is positive, but, curiously, this impact can only be verified regarding the practice of physical exercise. Topics propagated by the Influencer such as diet, healthy lifestyle, mental health and consumption did not prove to have any kind of effect on the sample's adoption of a healthy lifestyle. The given data also shows that, although the relevance of Influencers on social networks is notable, followers are clearly selective about the content they disseminate.

Date of Award	16 Jan 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Anna Carolina Boechat Chaves Fernandes (Supervisor)