Technological challenges faced by Digital Influencers in Brazil: perceptions of women from generations X, Y and Z

Abstract

This exploratory qualitative study sought to identify the main technological gaps faced by digital influencers from generations X, Y, and Z. Using interviews with open questions, perceptions of nine Brazilian digital influencers from different areas and age groups were collected. The interviews, with an average duration of 40 minutes, addressed two blocks: the influencers’ profile and perception of the technologies used. The content analysis through a Similitude Tree created by the Iramuteq software revealed common gaps between generations, such as adaptation to new platforms, emotional control, search for engagement, and constant updating. Understanding these nuances across generations allows for tailored solutions to minimize technological challenges and promote digital inclusion and professional success for these women. Future studies should explore creating a structural equation model to test the standard dimensions found.