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Episode 24

Social Transgressions & the Digital Influencer Trajectory in Brazil

This week we are joined by Thaysa Costa do Nascimento to speak about Social Transgressions & the Digital Influencer Trajectory in Brazil. Thaysa is a Doctoral student in Business Administration at COPPEAD Graduate School of Business of the Federal University of Rio de Janeiro. Her phD research focuses on influencers and branding within the theme of consumer behavior focused on culture and consumption. She also works as a researcher at COPPEAD Center for Consumer Studies at the Federal University of Rio de Janeiro, working on topics related to digital influencers, social media, human brands and consumer communities. Additionally, she holds a Bachelor in Defense and International Strategic Management.

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Host & Producer: Chipo Mapondera

Researcher: Deirbhile Áine Ní Bhranáin

Editor: Eliza Bacon

Sound Engineer: Fungai Nengare

Theme Music: Anna De Mutiis

Resources:

Read Thaysa’s research paper on the influencer-brand endorsement relationship, Experimenting, partnering and bonding: a framework for the digital influencer-brand endorsement relationship via the Journal of Marketing Management.

Read the research article Celebrities as human brands: An inquiry on stakeholder-actor co-creation of brand identities from the Journal of Business Research.

Discover some of the influencers that Thaysa has followed in her research:

Bianca Andrade @bianca

Whindersson Nunes @whinderssonnunes