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Publication
Impacto da utilização de influenciadores digitais na saúde mental dos utilizadores: o novo paradigma dos influenciadores artificiais
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 5.94 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O presente estudo centra-se na determinação do impacto e relação causa efeito entre a utilização de influenciadores digitais e a saúde mental dos
utilizadores de redes sociais, incluindo o novo paradigma dos
influenciadores artificias.
O estudo é composto por duas fases. A primeira diz respeito a uma
investigação exploratória através de uma análise qualitativa de dados
secundários, como relatórios, estudos de caso, revistas e artigos
científicos já existentes, com visa a determinar a importância da
introdução do marketing de influência e influenciadores digitais nas
estratégias de marketing.
Numa segunda fase, um estudo exploratório qualitativo através de estudo
de caso com uma entrevista em profundidade e um focus group de forma
a obter informação especializada sobre a temática.
Para método de recolha de dados, elaborou-se um guião de entrevista
semiestruturada com respostas abertas. Para análise destes dados foi
efetuada uma análise de conteúdos.
The present study focuses on determining the impact and cause-effect relationship between digital influencers' use and social network users' mental health, including the new paradigm of artificial influencers. The study is divided into two phases. The first phase focuses on exploratory research through a qualitative analysis of secondary data, such as existing reports, case studies, magazines and scientific articles in order to determine the importance of introducing digital influence marketing and influencers in marketing strategies. In the second phase, a qualitative exploratory study will be carried out through a case study with an in-depth interview and a focus group to obtain specialized information on the subject. A semi-structured interview guide was prepared with open responses for the data collection method. To analyze these data, a content analysis was carried out.
The present study focuses on determining the impact and cause-effect relationship between digital influencers' use and social network users' mental health, including the new paradigm of artificial influencers. The study is divided into two phases. The first phase focuses on exploratory research through a qualitative analysis of secondary data, such as existing reports, case studies, magazines and scientific articles in order to determine the importance of introducing digital influence marketing and influencers in marketing strategies. In the second phase, a qualitative exploratory study will be carried out through a case study with an in-depth interview and a focus group to obtain specialized information on the subject. A semi-structured interview guide was prepared with open responses for the data collection method. To analyze these data, a content analysis was carried out.
Description
Keywords
Influência Marketing Digital Influenciador Toxicidade Artificial