O impacto de certificações profissionais nas narrativas de influenciadores digitais da área financeira

• Ano de defesa: 2024
• Autor(a) principal: Moraes, Nelson Guilherme Prestes Nogueira
• Orientador(a): Campos, Roberta Dias
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Comportamento do Consumidor
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: influenciador; influenciador financeiro; investimentos financeiros; narrativas; certificação profissional; autoreguladora
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/764

The study examines the impact of professional certifications on the narratives of digital influencers by analyzing Instagram posts from certified influencers (Louise Barsi and Renato Breia) and non-certified influencers (Nathalia Arcuri and Thiago Nigro). It underscores the concerns of regulatory and self-regulatory bureau (CVM, 2023) about these professionals' influence on their followers' investment decisions, which is comparable to the impact of certified professionals who adhere to a strict code of ethics. Employing content analysis methods, the study categorizes the narratives into profiles such as "Friend," "Seller," "Examiner," "Wizard," and "Guru," and explores the emotional arcs of the posts to identify patterns and differences between certified and non-certified influencers. The research reveals that engagement strategy significantly influences the narratives more than certification does, with influencers alternating between narratives of emotional connection and sales, frequently oscillating between factual (Friend, Seller, and Examiner) and magical (Wizard and Guru) narratives. The study suggests that regulatory bodies enhance the regulation of these influencers and that companies in the financial sector be more discerning in establishing partnerships, promoting the creation of profitable and sustainable businesses for both financial institutions and investors.