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Marketing de influência e ética na promoção de conteúdos sobre estética na rede social Instagram para o público feminino na Geração Z
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A presente dissertação debruça-se sobre o fenómeno Marketing de influência e ética na promoção de conteúdos sobre estética na rede social Instagram para o público feminino na Geração Z, explorando uma realidade onde o corpo, a autoimagem e a validação social se cruzam com algoritmos e estratégias de Marketing Digital. A questão que guia esta investigação é: Como a divulgação de procedimentos estéticos pelas Influencers no Instagram, através de conteúdos patrocinados, suscita questões éticas e exerce influência no comportamento das jovens portuguesas da Geração Z em relação à sua perceção estética? Para dar corpo à resposta, recorreu-se a uma metodologia qualitativa que inclui entrevistas em profundidade semiestruturadas a profissionais do setor e duas em focus group compostas por jovens que já realizaram procedimentos estéticos e outras que manifestam intenção de o fazer. O presente estudo mergulha nos bastidores de uma indústria em ascensão e nas narrativas pessoais de jovens mulheres que experienciam de forma direta os efeitos da pressão estética na sua imagem corporal e autoestima. Os dados recolhidos revelam dinâmicas complexas de motivação, validação social e consumo de conteúdos digitais, evidenciando a influência subtil, mas persistente, de figuras mediáticas no processo de decisão estética. Questões como a transparência dos conteúdos patrocinados, a impulsividade na escolha dos procedimentos e a romantização da transformação corporal, emergem como temas centrais da análise qualitativa.
Procura-se compreender: o que influencia a perceção de beleza; o que leva uma jovem a alterar o seu corpo; como é que publicações aparentemente inofensivas podem transformar-se em gatilhos de insegurança; qual é a responsabilidade na criação e divulgação de conteúdos por parte das Influencers; até que ponto a estética se tornou uma exigência disfarçada de escolha. Estas são algumas das questões centrais que orientam a dissertação, sustentadas pela revisão de literatura, pelos dados do setor e pelas entrevistas às participantes deste fenómeno. Esta investigação não pretende apenas oferecer respostas, mas
também procura despertar uma reflexão crítica sobre os limites da influência digital e os mecanismos invisíveis que moldam, desde cedo, a construção da autoestima.
This dissertation focuses on the phenomenon of Influencer Marketing and the ethics of promoting aesthetic content on the social media platform Instagram, specifically targeting female members of Generation Z. It explores a reality where the body, self-image, and social validation intersect with algorithms and digital marketing strategies. The central research question guiding this investigation is: How does the promotion of aesthetic procedures by influencers on Instagram, through sponsored content, raise ethical concerns and influence the behavior of young Portuguese women from Generation Z regarding their perception of beauty? To answer this question, a qualitative methodology was employed, including in-depth semi-structured interviews with professionals in the field and two focus groups composed of young women who have either undergone aesthetic procedures or expressed the intention to do so. This study delves into the behind-the-scenes workings of a growing industry and the personal narratives of young women who directly experience the effects of aesthetic pressure on their body image and self-esteem. The collected data reveal complex dynamics of motivation, social validation, and the consumption of digital content, highlighting the subtle yet persistent influence of media figures on aesthetic decision-making processes. Issues such as the transparency of sponsored content, impulsivity in choosing procedures, and the romanticization of bodily transformation emerge as central themes in the qualitative analysis. The study seeks to understand: what shapes the perception of beauty; what motivates a young woman to alter her body; how seemingly harmless posts can become triggers for insecurity; what responsibility influencers hold in the creation and dissemination of content; and to what extent aesthetics have become a disguised demand under the illusion of choice. These are some of the core questions explored in this dissertation, supported by literature review, industry data, and the voices of those directly involved in the phenomenon. This research does not aim solely to provide answers, but rather to provoke critical reflection on the limits of digital influence and the invisible mechanisms that, from an early age, shape the construction of self-esteem.
This dissertation focuses on the phenomenon of Influencer Marketing and the ethics of promoting aesthetic content on the social media platform Instagram, specifically targeting female members of Generation Z. It explores a reality where the body, self-image, and social validation intersect with algorithms and digital marketing strategies. The central research question guiding this investigation is: How does the promotion of aesthetic procedures by influencers on Instagram, through sponsored content, raise ethical concerns and influence the behavior of young Portuguese women from Generation Z regarding their perception of beauty? To answer this question, a qualitative methodology was employed, including in-depth semi-structured interviews with professionals in the field and two focus groups composed of young women who have either undergone aesthetic procedures or expressed the intention to do so. This study delves into the behind-the-scenes workings of a growing industry and the personal narratives of young women who directly experience the effects of aesthetic pressure on their body image and self-esteem. The collected data reveal complex dynamics of motivation, social validation, and the consumption of digital content, highlighting the subtle yet persistent influence of media figures on aesthetic decision-making processes. Issues such as the transparency of sponsored content, impulsivity in choosing procedures, and the romanticization of bodily transformation emerge as central themes in the qualitative analysis. The study seeks to understand: what shapes the perception of beauty; what motivates a young woman to alter her body; how seemingly harmless posts can become triggers for insecurity; what responsibility influencers hold in the creation and dissemination of content; and to what extent aesthetics have become a disguised demand under the illusion of choice. These are some of the core questions explored in this dissertation, supported by literature review, industry data, and the voices of those directly involved in the phenomenon. This research does not aim solely to provide answers, but rather to provoke critical reflection on the limits of digital influence and the invisible mechanisms that, from an early age, shape the construction of self-esteem.
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Palavras-chave
Marketing de influência Procedimentos estéticos Ética digital Instagram Geração Z Influencers Autoimagem Responsabilidade social