Digital influencers and the culture of healthy life

• Grant number: 17/21691-2
• Support Opportunities: Scholarships in Brazil - Master
• Start date: March 01, 2018
• End date: February 28, 2019
• Field of knowledge: Applied Social Sciences - Administration - Business Administration
• Agreement: Coordination of Improvement of Higher Education Personnel (CAPES)
• Principal Investigator: Eliane Pereira Zamith Brito
• Grantee: Marina Henriques Viotto
• Host Institution: Escola de Administração de Empresas de São Paulo (EAESP). Fundação Getúlio Vargas (FGV). São Paulo , SP, Brazil

Abstract

This research is in the area of Marketing, in the field of consumer culture. The unit of analysis is the digital influencer and the aim is to analyze what is the role of the digital influencer consumption in building and disseminating a culture of healthy life. The context chosen for the development of the work is that of digital influencers who work with focus on themes related to maintaining a healthy life and who have a female audience. This context was chosen due to the existence of a strong growth of the search for a healthier life, since reducing obesity and incentives to maintaining a healthy diet became government guidelines in Brazil. The methodological approach consists of a study of multiple cases that, together will allow us to develop the theory. Three digital influencers were chosen because of their relevance within the scope of the work. For the analysis of the three cases, secondary data will be collected in Instagram and in its tool Instastories. In addition, interviews will be conducted with each of the influencers and with five consumers for each case. Finally, we will also analyze the material related to maintaining a healthy life available on the website of Ministério da Saúde. (AU)

Scientific publications

(References retrieved automatically from Web of Science and SciELO through information on FAPESP grants and their corresponding numbers as mentioned in the publications by the authors)

VIOTTO, MARINA HENRIQUES; ZANETTE, MARIA CAROLINA; BRITO, ELIANE PEREIRA ZAMITH. Looking good or feeling good? The dual role of the body in the taste transformation process. CONSUMPTION MARKETS & CULTURE, v. 24, n. 1, SI, p. 54-74, JAN 2 2021. (17/21691-2)