Influenciadores digitais: os desafios éticos da publicidade no Instagram

Abstract

The advancement of social media has represented a real revolution in the forms of relationship and communication, triggering a new dynamic therein. The introduction of social media has not been limited to a mere leisure activity, but it has become a crucial element in people’s daily lives, thereby catalyzing the emergence of new forms of interpersonal interactions. In this context, this work studies the current scenario of communication in online networks and across multiple platforms, considering the role of digital influencers as communication and marketing agents. To achieve this, this work analyzes the evolution of social media, the emergence of digital influencers, and the institutionalization of the relationships between these influencers and corporate entities. Furthermore, this work assesses the patterns of ethical conduct in advertising practices on Instagram through digital influencers.