<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2007-3607</journal-id>
<journal-title><![CDATA[PAAKAT: revista de tecnología y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[PAAKAT: rev. tecnol. soc.]]></abbrev-journal-title>
<issn>2007-3607</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Sistema de Universidad Virtual]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-36072021000200003</article-id>
<article-id pub-id-type="doi">10.32870/pk.a11n21.645</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Nano influenciadores: um estudo do engajamento do consumidor em perfil de produtos de beleza no Instagram]]></article-title>
<article-title xml:lang="en"><![CDATA[Nano influencers: a study of consumer participation in the profile of beauty products on Instagram]]></article-title>
<article-title xml:lang="es"><![CDATA[Nano influenciadores: un estudio de participación del consumidor en perfil de productos de belleza en Instagram]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Nascimento]]></surname>
<given-names><![CDATA[Jéssica Araújo do]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ávila]]></surname>
<given-names><![CDATA[Ana Paula Holanda Lima]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gomes]]></surname>
<given-names><![CDATA[Danielle Miranda de Oliveira Arruda]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade Estadual do Ceará  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brazil</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidade Estadual do Ceará  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brazil</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidade Estadual do Ceará  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brazil</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2021</year>
</pub-date>
<volume>11</volume>
<numero>21</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-36072021000200003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-36072021000200003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-36072021000200003&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo A evolução das tecnologias digitais e o surgimento das mídias sociais abriram espaço para o florescimento de uma nova categoria de líderes de opinião: os influenciadores digitais. Dentro desse grupo, os nano influenciadores são indivíduos que possuem até dez mil seguidores e suas particularidades os distinguem dos demais tipos. Assim sendo, este trabalho buscou identificar os motivos que levam os consumidores a seguirem e se engajarem em perfis de nano influenciadores digitais no Instagram. Utilizou-se, para tanto, uma abordagem qualitativa, servindo-se da pesquisa observacional e documental além da aplicação de entrevistas em profundidade. O locus de pesquisa foi o perfil @ritualdoskincare, onde foram coletados dados como o número de seguidores, e também se observaram alguns comportamentos relacionados ao engajamento dos consumidores. Por meio deste perfil foram pré-selecionados os respondentes para as entrevistas. Como critério de validade da pesquisa, optou-se pela triangulação. Os resultados apontaram que os principais motivos para seguir influenciadores digitais são: autenticidade, identificação com o nano influenciador, identificação com o conteúdo e busca por resenhas, inspiração, acessibilidade. Como achado original, encontrou-se que a busca por conteúdos e promoções locais também podem levar os consumidores a seguirem os nano influenciadores. O estudo apontou ainda que esse tipo de influenciador possui maiores níveis de engajamento por ser mais disponível para interatividade com seus seguidores, que participam ativamente por meio de curtidas, comentários e compartilhamento.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The evolution of digital technologies and the rise of social media have opened space for the flowering of a new category of opinion leaders: digital influencers. Within this group, nano influencers are individuals who have up to ten thousand followers and their particularities distinguish them from other types. Therefore, this work sought to identify the reasons that lead consumers to follow and engage in profiles of digital nano influencers on Instagram. For that, a qualitative approach was used, making use of observational and documentary research, in addition to the application of in-depth interviews. The research locus was the Instagram profile @ritualdoskincare, where data such as number of followers were collected, and also, some behaviors related to consumer engagement were observed. Through this profile, respondents were pre-selected for the interviews. As a criterion for research validity, triangulation was chosen. The results showed that the main reasons for following digital influencers are: authenticity, identification with the nano influencer, identification with content and search for reviews, inspiration, accessibility. As an original finding, it was found that the search for local content and promotions can also lead consumers to follow nano influencers. The study also pointed out that this type of influencer has higher levels of engagement as they are more available for interactivity with their followers, who actively participate through likes, comments and sharing.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La evolución de las tecnologías digitales y el auge de las redes sociales han abierto un espacio para el surgimiento de una nueva categoría de líderes de opinión: los influencers digitales. Dentro de este grupo, los nano influencers son individuos que tienen hasta diez mil seguidores y sus particularidades los distinguen de otros tipos. Por esto, este trabajo buscó identificar los motivos que llevan a los consumidores a seguir e involucrarse con los perfiles de los nano influencers digitales en Instagram. Para esto, se utilizó un enfoque cualitativo y se usó la investigación observacional y documental, además de la aplicación de entrevistas en profundidad. El lugar de investigación fue el perfil @ritualdoskincare, donde se recopilaron datos como el número de seguidores, y también se observaron algunos comportamientos relacionados con la participación del consumidor. A través de este perfil, los encuestados fueron preseleccionados para las entrevistas. Como criterio de validez de la investigación se eligió la triangulación. Los resultados mostraron que las principales razones para seguir a los influencers digitales son: la autenticidad, la identificación con el nano influencer, la identificación con el contenido y la búsqueda de reseñas, la inspiración y la accesibilidad. Como hallazgo original, se encontró que la búsqueda de contenido y promociones locales también puede llevar a los consumidores a seguir a los nano influencers. El estudio también señaló que este tipo de influencers tiene mayores niveles de participación, ya que están más disponibles para interactuar con sus seguidores, quienes participan activamente a través de likes, comentarios y contenidos compartidos.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[Nano influenciador]]></kwd>
<kwd lng="pt"><![CDATA[Motivação]]></kwd>
<kwd lng="pt"><![CDATA[Engajamento]]></kwd>
<kwd lng="pt"><![CDATA[Instagram]]></kwd>
<kwd lng="en"><![CDATA[Nano influencer]]></kwd>
<kwd lng="en"><![CDATA[motivation]]></kwd>
<kwd lng="en"><![CDATA[participation]]></kwd>
<kwd lng="en"><![CDATA[Instagram]]></kwd>
<kwd lng="es"><![CDATA[Nano influencer]]></kwd>
<kwd lng="es"><![CDATA[motivación]]></kwd>
<kwd lng="es"><![CDATA[participación]]></kwd>
<kwd lng="es"><![CDATA[Instagram.]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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