A study on digital influences: digital behavior and identity around fashion and beauty brands on online social networks

Abstract

This project aims to study the digital influencers, identifying and describing how the identity construction around Brazilian fashion and beauty brands on the Internet promoted by digital influencers. Digital influencers use their profiles to talk to their audience about everyday guidelines, which include consumer habits, behaviors, lifestyle, and so on. By proposing an exploratory study, using as an instrument netnography, which deals with the technological mediations adopted in the social context and transposed to the digital network environments to the classic procedures of the research, the study aims to: 1) understand the current configuration of the market of influencers of online social networks in the segment of fashion and beauty in Brazil; 2) to investigate the digital behavior of digital influencers and their followers; 3) analyze the interactions between followers and digital influencers; 4) identify and characterize elements of identity construction around brands from the interactions between influencers and other social actors in the network.