Title: Portuguese microbusiness and entrepreneurship: communication performance and financial result of tattooers

Authors: Felipa Lopes dos Reis; Lúcia Silva

Addresses: School of Economic Sciences and Organizations, Lusófona University, Campo Grande 376, 1749-024 Lisbon, Portugal ' School of Economic Sciences and Organizations, Lusófona University, Campo Grande 376, 1749-024 Lisbon, Portugal

Abstract: The purpose of this investigation is to contribute to knowledge about micro-businesses of body modification entrepreneurs in Portugal by evaluating their online platforms such as Instagram, where many tattoo professionals apply a sales funnel, from which clients can book sessions and inquire about the product - the tattoo. The research analysed 213 profiles of Portuguese tattoo artists and the data shows that the number of followers, i.e., the size of the community that the professional has on the platform, is significant for engagement, in an inverse way - the fewer followers, the greater engagement. Additionally, a survey was administered to 101 of the 463 tattoo artists contacted and it was found the sample confirms the study's third question, confirming the entry method, professional development method and level of education explain the variance on their financial results.

Keywords: entrepreneurship; communication; tattoo.

DOI: 10.1504/IJKMTH.2026.152821

International Journal of Knowledge Management in Tourism and Hospitality, 2026 Vol.5 No.1, pp.1 - 46

Received: 21 Jul 2024
Accepted: 30 Aug 2024
Published online: 13 Apr 2026 *

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