O papel dos influenciadores digitais na promoção de estilos de vida saudáveis

Abstract

This research aims to assess how the healthy eating habits promoted by digital influencers have an impact on the life of their followers. This way the study intends to comprehend two aspects: what content is regularly shared on social media by said influencers and what type of interaction they possess with their followers.
Therefore, we opted for a methodology of qualitative typology recurring to interviews with influencers and documentary analysis. We reviewed the content uploaded by two digital influencers from Instagram and by two from YouTube as well, between April and June 2021. Then several exploratory and semi-directive interviews were conducted with those four digital influencers. With this exploratory study, it was possible to conclude that the aforementioned influencers value informative and credible content with the intent to help their followers. Their concern for authentic content makes their communities have more trust in them and, in turn, have a bigger influence. In the end, we observed that these digital influencers, categorized as micro-influencers, have a smaller reach, however, the level of credibility and efficiency are higher and for that reason, there is a strong relationship between influencer and follower.

Date of Award	24 Mar 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nelson Ribeiro (Supervisor)