O impacto do Instagram na indústria da beleza: hábitos de consumo de estudantes universitárias

Abstract

Introduction: This study highlights the prevalence and influence of social networks, with a focus on Instagram, based on statistics that exhibit the large extent of this platform's usage in Brazil, particularly among the younger population. The discussion comprehends the transformation of social networks from sources of entertainment to income streams, emphasizing the creation of beauty standards and their impact on women. Thus, digital influencers emerge, playing a significant role in shaping opinions and behaviors. The text also addresses the construction of subjectivity and the media's influence on women's self-image, emphasizing the aesthetic pressure on social networks. Objective: To investigate the influence of Instagram on college women and, based on that, characterize the demographic sample, explore the consumption relationship, correlate beauty standards with sociodemographic variables, and describe these women's feelings regarding beauty standards on Instagram. Method: The method was descriptive, exploratory, transversal, and quantitative. Data collection was carried out online, involving an electronic form, and was conducted in a private educational institution in Belém do Pará, with university women. Results: Through the research, a total of 62 participants were obtained who were pursuing an undergraduate degree at the researched college. Furthermore, it was concluded that the content displayed on the social network, especially those of a comparative nature in relation to digital beauty influencers, had a significant impact on the participants, so that negative emotions such as frustration, sadness and shame had a considerable impact. . In summary, the results suggested that Instagram is an excellent influencer when it comes to behaviors and feelings regarding personal image among young women, altering not only their consumption choices, but also female emotional and psychological well-being.