Estéticas da sociedade de hiperconsumo e do capitalismo artista: um estudo de caso do site Happy Hair e os dispositivos de poder dos influenciadores digitais.

Abstract

This research aims to analyze the Happy Hair website and digital influencer Virginia Fonseca in 2022, in the promotion "doubled" and its mechanisms of influence through Marketing and Advertising to feed the consumer society, which expanded through the internet and other digital media, having as the newest tool of the market the digital influencers. The research method applied is descriptive and qualitative, presented through a bibliographic analysis with a panorama in works and articles that present thematic pertinence. After that, a survey of questions and reflections was made in face of the advertisements prepared by the site and by the influencer of questionable veracity. It is concluded, therefore, that through the new forms of advertising products and services within the capitalist society promotes expectations and frustrations in current consumers who are instigated by advertisements and by the indication of the product made through the digital influencer.