Padrões de beleza difundidos no Instagram e suas influências na autoestima e no comportamento de consumo de universitárias

Karina Silva Nascimento; Layon Carlos Cezar; Luana Ferreira dos Santos

doi:10.5585/remark.v23i2.23753

Authors

Karina Silva Nascimento Universidade Federal de Viçosa – UFV https://orcid.org/0009-0000-4615-4281
Layon Carlos Cezar Universidade Federal de Viçosa – UFV https://orcid.org/0000-0003-2062-4593
Luana Ferreira dos Santos Universidade Federal de Viçosa – UFV https://orcid.org/0000-0002-3347-7740

DOI:

https://doi.org/10.5585/remark.v23i2.23753

Keywords:

Digital influencers; Female consumer behavior; Beauty standards; Instagram

Abstract

Objective of the Study: This article aims to understand how the beauty standards disseminated by digital influencers on Instagram affect university students' self-esteem and consumption behavior.

Methodology/Approach: The qualitative and exploratory research involved semi-structured interviews with students from the Federal University of Viçosa (UFV) who use Instagram. Content analysis resulted in two categories: Instagram's influence on the interviewees' self-esteem and consumption.

Main Results: Elements such as the pursuit of beauty standards, excessive comparison, prolonged use of Instagram, acceptance of similar bodies, and financial impact affect the self-esteem of the interviewees. Consumption behavior is influenced by the activation of needs, increased consumption of advertised products, activation of stimuli through targeted advertisements, and the need to belong to groups.

Theoretical/Methodological Contributions: This study advances methodologically by breaking down analytical categories that reveal, in greater detail, elements related to the perception of female consumption leading to purchasing intention and action. Simultaneously, it contributes to the literature on the role of digital influencers in product and service consumption, indicating that university students' self-esteem is positively and negatively affected.

Relevance/Originality: Identification of underlying factors that simultaneously influence the self-esteem and consumption of university students beyond what the literature in the area presents. Originality is also highlighted in the Theoretical and Analytical Framework developed from the literature review and the results and discussions listed in the study.

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Author Biographies

Karina Silva Nascimento, Universidade Federal de Viçosa – UFV

B.Sc., Management

Layon Carlos Cezar, Universidade Federal de Viçosa – UFV

Ph.D., Management

Luana Ferreira dos Santos, Universidade Federal de Viçosa – UFV

Ph.D., Management

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