Banca de QUALIFICAÇÃO: DANIELA GOMES DE SANTANA MARINHO

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : DANIELA GOMES DE SANTANA MARINHO
DATE: 12/06/2026
TIME: 14:00
LOCAL: Sala 09
TITLE:

Parasocial Relationships and Healthy Consumption Behavior: Mediation and Moderation Effects

KEY WORDS:

Digital Influencers;

Parasocial Relationships;

Healthy Consumption Behavior;

Theory of Social Identity;

Theory of Planned Behavior.

PAGES: 57
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUBÁREA: Administração de Empresas
SPECIALTY: Mercadologia
SUMMARY:

Despite the literature showing that individual perceptions, attitudes, and consumption behaviors are influenced by digital content producers, little is known about the role of parasocial relationships in healthy consumption behavior. This research project aims to investigate the role of parasocial relationships in individual perceptions and attitudes towards healthy consumption and their effect on behavioral intentions, considering the costs inherent in adopting healthy consumption habits. Drawing on Social Identity Theory and Planned Behavior Theory, hypotheses and a research model were proposed. A quantitative and descriptive study will be adopted, using the survey method and applying Partial Least Squares Structural Equation Modeling (PLS-SEM). It is expected that the empirical findings support public policies that inform, guide, and encourage healthier consumption habits and lifestyles through social platforms. Understanding how digital content producers can contribute to the promotion of healthy consumption habits and lifestyles is valuable.

COMMITTEE MEMBERS:
Presidente - 2396357 - EDVAN CRUZ AGUIAR
Interna - ***.126.924-** - MANOELA COSTA POLICARPO - NÃO INFORMADO
Externa à Instituição - MARIANNY JESSICA DE BRITO SILVA - UFPE-CAA