THE WORK OF DIGITAL INFLUENCERS

Precariousness and algorithmic management under the hegemony of the entrepreneurial way of life

Abstract

This article provides a literature review on the work of digital influencers. By analyzing articles published in Brazil between 2018 and 2022, the study aimed to understand how the persuasion and coercion mechanisms typical of entrepreneurial lifestyles operate in the daily lives of these workers. From this analysis, it becomes evident that the notion of digital influencers as creative, daring, disruptive, and flexible workers has been surpassed. Conversely, the prevailing view in the researched literature is that this profession is characterized by precariousness, uncertainty, and exhaustion.