O consumo de informação e produtos no Instagram: os influenciadoras digitais no Instagram: Thassia Naves e Niina Secrets

Abstract

The changes in the communication environment influenced the dissemination of fashion content and it’s consumption. The digital media, such as instagram, contributed to these changes, it’s communication flow works in a different way which helped the so-called digital influencers emerge, intervening in the lives of their followers, participating on consumer’s decisions and creating desires. Being the digital influencers and Instagram the subject of this monography, the intent is to discover how these internet personalities change their followers’ ways of consuming through social media. To archive it, an exploratory research on Thassia Naves’ and Niina Secrets’ Instagram during the 2018’s New York Fashion Week was made, aiming to identify the published content and how the brands advertisements are made. To analyze the audience reception towards the influencers’ contents and consumption influence, and how viewers select who to follow a digital survey was created using Google Forms. As a conclusion to the analysis the advertisement through digital influencers is an effective method that uses the followers’ identification and proximity with the product and/or service presented. In addition, it was possible to conclude that the influencers have an important role creating desires and dreams, emitting implicit and explicit messages through their posts. The importance of establishing a panorama of this reality is that it involves the communication field and influences the society directly, since we’re always connected through smartphones, consuming information and advertisements at all times.