Desenvolvimento da carreira de influenciadores digitais: uma análise multifacetada sobre experiências, oportunidades e limitações

Abstract

In light of the changes occurring in the world of work, the concepts of career and how it is constructed are undergoing a transformation. Among the new occupations and ways of thinking about careers are digital influencers. This recent and relatively unknown phenomenon is impacting how people shape their lives. Therefore, it has become relevant to examine how the career-building process unfolds for digital influencers. In this regard, the Career Construction Theory (CCT) is employed to analyze this novel career. To achieve the stated objective, the research is of a mixed nature, consisting of two studies. In Study I, an exploratory scoping review was conducted. The aim of this study was to investigate how the notion of career and the work of digital influencers are understood in specialized literature. This study revealed the transition of digital influencer activity from initially being a hobby to becoming a professional endeavor. However, these professionals face challenges such as defining schedules and ensuring fair compensation for their work. Regarding Study II, a qualitative approach was taken, involving semi-structured interviews with 13 digital influencers. The objective of the interviews was to identify the elements involved in the process leading up to the choice of occupation, the necessary characteristics for this role, and the maintenance of this career. Elements related to the digital influencer's activity were identified in this study; however, further research is needed to understand the complexity inherent in this new occupation. With that said, the emergence of new perspectives on digital work activity is connected to a new form of career. Therefore, identifying the profile of these professionals can contribute to understanding their formation.