Netnografia: Influência, Imagem e Empreendedorismo — O Novo Perfil da Administradora Digital

Abstract

With the evolution of the internet in recent times, it is observed how the digital environment can generate great opportunities and excellent professionals. With the emergence of social media, influencers have emerged who began their careers as content creators in the makeup industry and, over time, have consolidated themselves as entrepreneurs and managers of their own brands and businesses. Therefore, this work aims to analyze how these influencers use digital platforms to generate engagement and transform followers into consumers. The study also discusses the impact of these influencers' digital presence on market behavior and how makeup is currently consumed. Through a literature review and analysis of digital profiles, netnography proposes a reflection on the power of online influence and its relationship with female entrepreneurship.

Keywords: Women's entrepreneurship. Digital influencers. Internet. Social media.