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

Carlos André da Silva Müller; Antonieta Ferreira Machado de Oliveira; Fernanda Rodrigues de Siqueira; Vanessa Rodrigues Colares

doi:10.5585/remark.v20i4.19278

Authors

Carlos André da Silva Müller Federal University of Rondônia – UNIR https://orcid.org/0000-0003-3707-6693
Antonieta Ferreira Machado de Oliveira Federal University of Rondônia – UNIR
Fernanda Rodrigues de Siqueira Federal University of Rondônia – UNIR https://orcid.org/0000-0002-6922-5553
Vanessa Rodrigues Colares Universidade Federal de Rondônia – UNIR http://orcid.org/0000-0001-5384-7916

DOI:

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

Keywords:

Social media, Authenticity, Diet, Consumer resistance, Health

Abstract

Objective. This study aimed to analyze how low-carb influencers seek authenticity in their image speeches posted on Instagram.

Methodology/approach. The research was conducted under a qualitative and abductive approach. We collected 240 posts from 6 influencers that spread the low-carb philosophy. The images and their legends were analyzed, coded in 483 codes, and raised to higher categories, which made up 7 micro and 3 macro-speeches, from which we conducted the authenticity analysis.

Main results. The influencers’ posts, according to the macro-speeches adopted, have different features. The low-carb conception is an emancipatory discourse; low-carb conduction, a traditional marketing discourse; and the anti-low-carb strategy, a consumer resistance speech.

Theoretical/methodological contributions. The three macro-speeches form a conceptual model from which affirmative and confrontational discourses define the low-carb philosophy authenticity. It was possible to draw the flow of rationality-enchantment-struggle flow in which we analyzed the risks that the low-carb philosophy authenticity incur in each phase.

Relevance / originality. The flow between rationality, enchantment, and struggle represents an intertwining of different theoretical approaches that explain authenticity, for the purpose of making low-carb philosophy authentic.

Management or social implications. The paper helps to understand SMI speeches, showing when they shift to a more aesthetic or health-oriented perspective.

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Author Biographies

Carlos André da Silva Müller, Federal University of Rondônia – UNIR

Doctor

Antonieta Ferreira Machado de Oliveira, Federal University of Rondônia – UNIR

Master

Fernanda Rodrigues de Siqueira, Federal University of Rondônia – UNIR

Master

Vanessa Rodrigues Colares, Universidade Federal de Rondônia – UNIR

Graduanda em Administração

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