O relacionamento dos influenciadores digitais da área da saúde com seus públicos: educação e conscientização em diabetes millitus

Abstract

This monographic research aims to identify and analyze the behavior and communication of digital Diabetes influencers on digital social networks with their diverse audiences, which we also call media users. The guiding question of this research is what the extent to which the Public Relations perspective can foster and qualify the contents on Diabetes Mellitus created by digital influencers on digital social networks and assist in their relationship with their different audiences? As a methodological procedure, we used bibliographic research, which we highlight as contributions by Recuero (2011) and Dreyer (2017), for the understanding of contemporary communication and as marketing actions, the concepts worked by Terra (2012), Kunsch (1995), France (2008), SIMÕES (1995), GRUNING (2009), among other authors on the areas in which RP operates in the context of the network society and the role of influencers through the reflections of Ishida (2016) and Terra (2010). For details of the influencers that specify the specific content on Diabetes Mellitus, we used exploratory field research, with quantitative and qualitative treatment, carried out with different social actors involved in the process. The results obtained confirm the need for Public Relations in the management of creation and production of content of digital influencers in their social networks, as well as in the management of their relationship with their different audiences and point to the need for continuity and further analysis of the phenomenon having in view of being a subject in development and inserted in a context of constant and accelerated changes.