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Advisor(s)
Abstract(s)
Imagem perfeita, corpo escultural, moda, sĂŁo temas que cada vez mais estĂŁo presentes
nas redes socais. Como um canal de comunicação interativo e eficaz, as redes sociais são
cada vez mais utilizadas pelas empresas como forma de divulgação. Influenciadores
digitais, atravĂ©s das suas vastas listas de seguidores conseguem chegar a pĂșblicos que,
talvez, uma empresa por canais de comunicação convencionais, nunca chegaria.
O presente estudo, tem o objetivo de perceber a influĂȘncia que as redes sociais e os seus
influenciadores podem ter em relação aos padrÔes de beleza. A seguinte questão de
investigação orienta o trabalho desenvolvido: âOs influenciadores das redes sociais
condicionam os padrĂ”es de beleza?â
O estudo empĂrico desenvolvido foi de cariz quantitativo com recurso a um questionĂĄrio
online que permitiu obter 344 respostas vĂĄlidas. Estatisticamente utilizou-se o coeficiente
de correlação de Spearman, que permitiu confirmar dez hipóteses e verificar relaçÔes
existentes entre quatro dos cinco construtos utilizados.
Assim, concluiu-se que a confiança no influenciador nas redes sociais contribui para a
formação do estereótipo de género e para a formação do estereótipo de beleza, assim
como, aumenta a identificação com o influenciador e aumenta a satisfação corporal; a
credibilidade do influenciador nas redes sociais contribui para a formação do estereótipo
de género e do estereótipo de beleza, aumenta a identificação com o influenciador,
aumenta a confiança no influenciador e também a satisfação corporal; a identificação com
o influenciador nas redes sociais contribui para a formação do estereótipo de género e do
estereótipo de beleza, assim como, aumenta a satisfação corporal; o estereótipo de beleza
apresentado nas redes sociais contribui para influenciar a satisfação corporal.
Perfect image, sculptured body, fashion - these are themes that are increasingly present on social networks. As an interactive and effective communication channel, social networks are increasingly used by companies as a means of promotion. Digital influencers, through their vast lists of followers, are able to reach audiences that perhaps a company would never reach through conventional communication channels. This study aims to understand the influence that social networks and their influencers can have on beauty standards. The following research question guides the work carried out: "Do social media influencers influence beauty standards?" The empirical study was quantitative in nature, using an online questionnaire which produced 344 valid responses. Spearman's correlation coefficient was used statistically, confirming ten hypotheses and verifying relationships between four of the five constructs used. It was thus concluded that trust in the influencer on social media contributes to the formation of the gender stereotype and the formation of the beauty stereotype, as well as increasing identification with the influencer and body satisfaction; the credibility of the influencer on social media contributes to the formation of the gender stereotype and the beauty stereotype, increases identification with the influencer, increases trust in the influencer and also body satisfaction; identification with the influencer on social media contributes to the formation of the gender stereotype and the beauty stereotype, as well as increasing body satisfaction; the beauty stereotype presented on social media contributes to influencing body satisfaction.
Perfect image, sculptured body, fashion - these are themes that are increasingly present on social networks. As an interactive and effective communication channel, social networks are increasingly used by companies as a means of promotion. Digital influencers, through their vast lists of followers, are able to reach audiences that perhaps a company would never reach through conventional communication channels. This study aims to understand the influence that social networks and their influencers can have on beauty standards. The following research question guides the work carried out: "Do social media influencers influence beauty standards?" The empirical study was quantitative in nature, using an online questionnaire which produced 344 valid responses. Spearman's correlation coefficient was used statistically, confirming ten hypotheses and verifying relationships between four of the five constructs used. It was thus concluded that trust in the influencer on social media contributes to the formation of the gender stereotype and the formation of the beauty stereotype, as well as increasing identification with the influencer and body satisfaction; the credibility of the influencer on social media contributes to the formation of the gender stereotype and the beauty stereotype, increases identification with the influencer, increases trust in the influencer and also body satisfaction; identification with the influencer on social media contributes to the formation of the gender stereotype and the beauty stereotype, as well as increasing body satisfaction; the beauty stereotype presented on social media contributes to influencing body satisfaction.
Description
Keywords
Redes sociais Influenciadores PadrÔes de beleza Imagem perfeita Social networks Beauty standards Influencers The perfect image.