Memoire - Professional Bachelor's degree

During my year of Professional License in Communication Strategy and Digital Information, I developed a thesis in Information and Communication Sciences. This page presents a summary of this work, without constituting an official scientific publication. The research focuses on the growth of influence marketing and on the role of influencers' self-disclosure as a content strategy.

The main question that guided the study was: To what extent does influencers' self-disclosure on social media constitute a content strategy that allows for strengthening parasocial relationships with their audience?

The methodology employed combined a theoretical review in communication, social psychology, and marketing with a qualitative study through content analysis of four American influencers on Instagram and YouTube. The results demonstrate that self-disclosure, when perceived as sincere, favors the perception of authenticity and the construction of an identifiable image, which strengthens audience trust and loyalty. This emotional dynamic allows influencers to differentiate themselves in a saturated environment and legitimizes their commercial recommendations, in addition to adapting to algorithmic logics that privilege content with strong emotional charge. However, it is important to highlight that parasocial relationships are common phenomena and not necessarily negative, and that self-disclosure, although powerful, does not constitute a guarantee of success by itself. Among future research perspectives stands out the need to deepen the audience's point of view and their level of algorithmic literacy, in order to better understand how digital experiences are configured.

Used technologies

Google Workspace

Overleaf

Canva

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