Autenticidade na resistência do consumidor: estratégias de influenciadores para dieta low-carb no Instagram

Autores

DOI:

https://doi.org/10.5585/remark.v20i4.19278

Palavras-chave:

Mídias sociais, Autenticidade, Dieta, Resistência do consumidor, Saúde

Resumo

Objetivo do estudo. Este estudo teve como objetivo analisar como influenciadores da dieta low-carb buscam autenticidade em seus discursos de imagens produzidos no Instagram.

Metodologia/abordagem. A pesquisa foi conduzida sob a abordagem qualitativa e abdutiva. Coletaram-se 240 postagens de 6 influenciadores que divulgam a filosofia low-carb. As imagens e suas legendas foram analisadas, codificadas em 483 códigos, elevadas a categorias superiores, que formaram 7 microdiscursos e 3 macrodiscursos, a partir dos quais a análise de autenticidade foi feita.

Principais resultados. As postagens dos influenciadores, conforme macrodiscurso adotado, têm características distintas. A concepção low-carb é um discurso emancipatório; a condução low-carb, um discurso mercadológico; e a estratégia anti-low-carb, um discurso de resistência do consumidor.

Contribuições teóricas/metodológicas. Os três macrodiscursos formam um modelo conceitual a partir do qual discursos afirmativos e de enfrentamento definem a autenticidade da filosofia low-carb. Foi possível desenhar o fluxo de racionalidade-encantamento-luta no qual se analisaram os riscos em que a autenticidade da filosofia low-carb incorre, em cada fase.

Relevância/originalidade. O fluxo entre racionalidade, encantamento e luta representa um entrelaçado de diferentes abordagens teóricas que explicam a autenticidade, em relação ao objetivo de tornar a filosofia low-carb autêntica.

Implicações para a gestão ou sociais. O trabalho ajuda a compreender discursos de influenciadores digitais, mostrando quando estes pendem para uma perspectiva mais estética ou voltada à saúde.

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Biografia do Autor

Carlos André da Silva Müller, Universidade Federal de Rondônia – UNIR

Doutor em Economia Aplicada

Antonieta Ferreira Machado de Oliveira, Universidade Federal de Rondônia – UNIR

Mestranda em Administração

Fernanda Rodrigues de Siqueira, Universidade Federal de Rondônia

Mestranda em Administração

Vanessa Rodrigues Colares, Universidade Federal de Rondônia – UNIR

Graduanda em Administração

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Publicado

29.11.2021

Como Citar

Müller, C. A. da S., Oliveira, A. F. M. de, Siqueira, F. R. de, & Colares, V. R. (2021). Autenticidade na resistência do consumidor: estratégias de influenciadores para dieta low-carb no Instagram. ReMark - Revista Brasileira De Marketing, 20(4), 300–324. https://doi.org/10.5585/remark.v20i4.19278

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