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A influência das redes sociais na realização de cirurgia plástica
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Autores
Orientador(es)
Resumo(s)
As redes sociais representam um meio de comunicação chave para empresas hoje em
dia, incluindo também o campo médico estético. A utilização de marketing de redes sociais no
campo médico estético recorre à necessidade de ética e um seguimento de marketing social.
Assim, a presente dissertação procura perceber quais os fatores de influência na realização de
um procedimento estético, incluindo invasivos e não invasivos, derivados das redes sociais, de
modo a permitir a utilização de marketing de redes sociais de maneira ética e responsável.
Realizou-se um estudo qualitativo exploratório, seguindo uma filosofia interpretativa.
Complementaram-se dezassete entrevistas em profundidade semi-estruturadas individuais, com
mulheres utilizadoras diárias de redes socias. A análise das entrevistas foram feitas através do
software MAXQDA. A amostragem define-se por conveniência, o judgemental sampling, num
horizonte temporal cross-sectional.
Os resultados obtidos sublinharam cinco fatores de influência na realização de
procedimentos estéticos. Estes fatores englobam o tempo gasto nas redes sociais, uma
autoestima baixa, a comparação do próprio com imagens de outros online, a comparação do
próprio com a própria aparência editada e condições psicológicas.
A nível académico o presente estudo procura preencher um gap teórico sobre as
influências diretamente percecionadas pelas suas utilizadoras relativamente à realização de
procedimentos estéticos. Pretende-se perceber quais os fatores contributos nas redes sociais
para influenciar a realização de um procedimento estético.
A nível empresarial são apresentados novos insights sobre os novos média e os seus
efeitos nos utilizadores. Revelaram-se informações relevantes no que diz respeito à utilização
de marketing de redes sociais relativamente ao campo médico estético, sublinhando a
importância de um uso de marketing social, ético e responsável.
Nowadays, social media represent one of the main ways of communication for companies, also including the medical aesthetic field. The use of social media marketing in the medical aesthetic field requires special precaution in ethics and social marketing. Thus, the present dissertation seeks to understand the influencing factors on realizing aesthetic procedures, including invasive and non-invasive, derived from social media platforms in order to use social media marketing in an ethical and responsible way. An exploratory qualitative study was conducted while following an interpretative philosophy. Seventeen individual semi-structured in-depths interviews were conducted with women which use social media daily. The interviews were analyzed using the software MAXQDA. The sampling is defined by convenience, judgemental sampling, given a crosssectional time horizon. The obtained results highlighted five factors influencing the performance of aesthetic procedures. These factors include the amount of time spend on social media, low self-esteem, the comparison of oneself with images of others online, the comparison of oneself with one’s own edited appearance and psychological conditions. At an academic level, the study aims to fill a theoretical gap on the influences directly perceived by its users regarding the performance of aesthetic procedures. It is intended to understand which factors contribute on social media to influence the performance of an aesthetic procedure. At an entrepreneur level new insights were presented about social media and its effects on its users. Relevant information regarding the use of social media marketing in the medical aesthetic field was revealed, emphasizing the importance of using social, ethical and responsible marketing.
Nowadays, social media represent one of the main ways of communication for companies, also including the medical aesthetic field. The use of social media marketing in the medical aesthetic field requires special precaution in ethics and social marketing. Thus, the present dissertation seeks to understand the influencing factors on realizing aesthetic procedures, including invasive and non-invasive, derived from social media platforms in order to use social media marketing in an ethical and responsible way. An exploratory qualitative study was conducted while following an interpretative philosophy. Seventeen individual semi-structured in-depths interviews were conducted with women which use social media daily. The interviews were analyzed using the software MAXQDA. The sampling is defined by convenience, judgemental sampling, given a crosssectional time horizon. The obtained results highlighted five factors influencing the performance of aesthetic procedures. These factors include the amount of time spend on social media, low self-esteem, the comparison of oneself with images of others online, the comparison of oneself with one’s own edited appearance and psychological conditions. At an academic level, the study aims to fill a theoretical gap on the influences directly perceived by its users regarding the performance of aesthetic procedures. It is intended to understand which factors contribute on social media to influence the performance of an aesthetic procedure. At an entrepreneur level new insights were presented about social media and its effects on its users. Relevant information regarding the use of social media marketing in the medical aesthetic field was revealed, emphasizing the importance of using social, ethical and responsible marketing.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Marketing Redes Sociais Procedimentos Estéticos Fatores de Influência Social Media Aesthetic Procedures Factors of Influence
Contexto Educativo
Citação
Oliveira, Dalila Vidal (2022). “A influência das redes sociais na realização de cirurgia plástica”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão