Responsabilidade civil dos influenciadores digitais pela publicidade nas redes sociais
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Tipo
TCC
Data de publicação
2024-05
Periódico
Citações (Scopus)
Autores
Murgillo, Andre Marmo
Orientador
Marineli, Marcelo Romão
Título da Revista
ISSN da Revista
Título de Volume
Membros da banca
Programa
Resumo
O trabalho desenvolvido diz respeito à responsabilidade dos influenciadores digitais
por suas ações nas redes, destacando-se, principalmente, a divulgação de produtos e serviços
de terceiros para seu público alvo.
Diante do avanço da tecnologia e praticidade proporcionada pela internet, cada vez
mais pessoas compartilham seus interesses e opiniões. Assim, a figura do influenciador digital,
como o próprio nome já diz, passa a exercer enorme influência sobre o público que o
acompanha, tendo um papel de formador de opinião no meio digital, com capacidade para
moldar comportamentos de quem consome seu conteúdo.
O presente trabalho teve como base os princípios da publicidade, o surgimento da
profissão “influenciador”, e a regulamentação do tema no Brasil. Conforme será demonstrado,
buscou-se a possibilidade de responsabilizar os influenciadores na divulgação de produtos e
serviços, principalmente com relação à fragilidade dos seguidores e consumidores em
comparação às empresas e até mesmo quem realiza a divulgação. O objetivo principal, além da
responsabilização dos influenciadores, é a proteção ao seguidor e consumidor final que
acompanha o conteúdo.
The work developed concerns the responsibility of digital influencers for their actions on social media, highlighting primarily the promotion of third-party products and services to their target audience. Given the advancement of technology and the convenience provided by the internet, more and more people are sharing their interests and opinions. Thus, the figure of the digital influencer, as the name suggests, begins to exert enormous influence over the audience that follows them, playing a role as opinion shapers in the digital realm, with the ability to shape the behavior of those who consume their content. This work was based on the principles of advertising, the emergence of the profession of "influencer," and the regulation of the topic in Brazil. As will be demonstrated, the aim was to explore the possibility of holding influencers accountable for the promotion of products and services, particularly considering the vulnerability of followers and consumers compared to companies and even those who carry out the promotion. The main objective, in addition to holding influencers accountable, is to protect the follower and final consumer who consumes the content.
The work developed concerns the responsibility of digital influencers for their actions on social media, highlighting primarily the promotion of third-party products and services to their target audience. Given the advancement of technology and the convenience provided by the internet, more and more people are sharing their interests and opinions. Thus, the figure of the digital influencer, as the name suggests, begins to exert enormous influence over the audience that follows them, playing a role as opinion shapers in the digital realm, with the ability to shape the behavior of those who consume their content. This work was based on the principles of advertising, the emergence of the profession of "influencer," and the regulation of the topic in Brazil. As will be demonstrated, the aim was to explore the possibility of holding influencers accountable for the promotion of products and services, particularly considering the vulnerability of followers and consumers compared to companies and even those who carry out the promotion. The main objective, in addition to holding influencers accountable, is to protect the follower and final consumer who consumes the content.
Descrição
Palavras-chave
responsabilidade civil , publicidade , influenciadores , divulgação , civil liability , advertising , influencers , promotion