Responsabilidade civil dos influenciadores digitais na era do marketing de influência
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Tipo
TCC
Data de publicação
2020-06
Periódico
Citações (Scopus)
Autores
Vieira, Wallace Moreira Alcântara
Orientador
Soares, Renata Domingues Balbino Munhoz
Título da Revista
ISSN da Revista
Título de Volume
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Programa
Resumo
O presente trabalho de conclusão de curso tem por objetivo analisar as hipóteses e
condições da aplicabilidade da responsabilidade civil aos influenciadores digitais, na era do
marketing de influência, como atores fundamentais de propagação de informações e
comunicação, por meio da difusão de uma nova modalidade de propaganda. Conforme será
demonstrado, a disseminação da internet e a transição do marketing tradicional ao marketing
digital proporcionou o surgimento da figura dos influenciadores digitais, figuras formadoras
de opinião digital que possuem inúmeros seguidores amplamente influenciados por seus
padrões de comportamento e consumo. Assim, seu posicionamento no mercado traz consigo
inúmeras questões jurídicas envolvidas, principalmente, no tocante à informalidade de sua
atuação e seu relacionamento com diversas empresas, visando a realização de propagandas
acerca de seus produtos e serviços, fato que impulsiona o questionamento acerca dos limites
de sua responsabilidade civil perante os demais atores envolvidos no mercado publicitário.
The purpose of this current undergraduate thesis is to analyse the hypothesis and conditions of the applicability of civil responsability to digital influencers, in the era of influencer marketing, as essencial actors in the propagation of information and communication, through the diffusion of a new modality of advertising. As will be demonstrated, the dissemination of the Internet and transition of traditional marketing to digital marketing provides the emergence of digital influencers, digital opinion-forming figures who have a huge number of followers who are largely influenced by their behavior and consumption patterns. Thus, the digital influencers position in the market bring a extremely large legal issues, mainly in regard to the informality of their actuation and relationship with several companies, aiming the realisation of advertisements about products and services, a fact that impulses the questioning about the limits of their civil responsibility before the other components involved in the advertising market.
The purpose of this current undergraduate thesis is to analyse the hypothesis and conditions of the applicability of civil responsability to digital influencers, in the era of influencer marketing, as essencial actors in the propagation of information and communication, through the diffusion of a new modality of advertising. As will be demonstrated, the dissemination of the Internet and transition of traditional marketing to digital marketing provides the emergence of digital influencers, digital opinion-forming figures who have a huge number of followers who are largely influenced by their behavior and consumption patterns. Thus, the digital influencers position in the market bring a extremely large legal issues, mainly in regard to the informality of their actuation and relationship with several companies, aiming the realisation of advertisements about products and services, a fact that impulses the questioning about the limits of their civil responsibility before the other components involved in the advertising market.
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Palavras-chave
influenciadores digitais , marketing de influência , responsabilidade civil , digital influencers , influencer marketing , civil responsibility