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Theoretical-empirical analysis highlights how digital influencers shape attitudes and behaviors, suggesting new mediation strategies.
Digital influencers influence the intention to buy goods and services and act as mediators or (re)producers of the most varied ideologies. By reaching a broad spectrum of the population, they disseminate beliefs, values and representations and shape the attitudes and behaviour of their audiences in multiple spheres of social life. Through a theoretical-empirical foray into studies from various areas of the social sciences, we suggest some analytical clues related to the symbolic-ideological strategies mobilised by these individuals in their practices.
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Francisco Fontes (2023) studied this question.
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