Infoprodutos como narrativas de autotransformação diante do risco moral do fracasso

Resumo

This study investigates how Brazilian infoproduct entrepreneurs transform their followers’ risk perceptions in personal transformation markets. Although the consumer behavior literature recognizes the cultural and narrative character of risk, it tends to examine it in episodic contexts. In contrast, this study analyzes a digital ecosystem in which risk attenuation is continuous and socially sustained. The research adopts a qualitative design that combines digital methods, critical visual analysis, ethnographic observation, and in-depth interviews. The corpus comprises 2,590 images and videos from 39 Brazilian infoproduct entrepreneurs on Instagram, field notes from the Hotmart Fire 2025 event, and 11 semi-structured interviews. The findings identify a symbolic architecture composed of three interdependent axes — entrepreneurial persona construction, communal belonging, and experiential immersion — which together transform the interpretation of uncertainty. These mechanisms shift attention from the risk of purchase to the moral risk of remaining stagnant, producing the condition of the “liminal entrepreneur,” characterized by ongoing aspirational identification and a recurring willingness to invest in self-development. As contributions, the study shows that, in digital personal transformation markets, risk inattention can be structurally and relationally sustained, and further demonstrates that persuasive ambiguity can operate in normalized ways without necessarily leading to a loss of legitimacy.

Ficha do documento

Tipo

Dissertação

Ano

2026

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/38721

Temas

Tecnologia

Palavras-chave

InfoprodutosInfoprodutoresEmpreendedorismo digitalRiscoNarrativas empreendedorasInfoproductsInfoproduct entrepreneursDigital entrepreneurshipRiskEntrepreneurial narrativesAdministração de empresasEmpreendedorismo - Inovações tecnológicasComércio eletrônicoAdministração de riscoAnálise do discurso narrativo