Influentes e celebridadecomparando trajetórias

Resumo

The present paper aimed to research and map the trajectory of the celebrity figure as well as the influencer one in the social media environment, identifying the main drivers of social distinction, standing out differences and similarities in the performance of the two public figures. The context was chosen according to the crescent role that social media has recently gained, the important aspect that both social figures represent in the consumer consumption process as well as their followers' and viewers' behavior. It was also taken into account the close parallel that the two figures present in the eyes of the common consumer and in advertising. Two personalities were selected as representatives for the study, present on social media in the context of fashion and lifestyle. Data were collected in order to map their digital trajectories and contribute to a deeper understanding of the different drivers of social distinction as well as the characteristics that distinguish the influential from the celebrity.

Ficha do documento

Tipo

Dissertação

Ano

2022

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/32967

Temas

Tecnologia

Palavras-chave

Digital influencersCelebritySocial distinctionSocial mediaSocial influenceInfluentes digitaisCelebridadeDistinção socialMídias sociaisInfluência socialAdministração de empresasCelebridadesCelebridades da InternetMídia socialMarketing