O corpo é livre: estudo do envolvimento entre marcas plus size e as seguidoras da influenciadora digital ju romano no instagram

Abstract

Technological development has given base to cultural changes and a new digital scenario. It is perceptible that people are molding themselves and reconfiguring media’s content. Nowadays, the presence of digital influencers has been an object of interest to researchers on the communication department, for they deal with individuals that expose their thoughts and ideas about determined subjects on digital setting. Therefore, our research has the intention to articulate plus size fashion, beauty and digital influencers. In this sense, the objective of this work is to identify how does the engagement among the followers of the digital influencer Ju Romano is built, concerning plus size brands on Instagram. To achieve this objective, it’s been worked with a theoretical perspective by authors such as Santaella (2010), Covaleski (2010), Recuero (2011), Kotler (2012), Wolf (1992), Bezerra, Guedes and Costa (2016). As a method ological path, it starts with exploratory research and the development of bibliographic research. It’s been worked with content analysis, in a mixed perspective, both quantitative and qualitative, as main examination method and data collection for this study. The theoretical and methodological background uses coverage of authors such as Gil (2007), Barros and Jorge (2010), related to bibliographic research and Bardim (2009) related to the content analysis technic. This work has as conclusion that the cyberculture opens up new markets to be explored by companies, and, that way, rebuilds the approach for thinking marketing and advertising communication. This work is understood as a way to contribute with relevant reflections and data on the academical and market setting, relating to new social medias and the consumers perception on this new digital scenario. It is understood that the digital influencer’s work points out to a new setting on advertising and building values to brands, which begins to have a hybrid character in between its mixes with entertaining. It’s been noticed also that the Ju Romano’s follower’s engagement, in relation to plus size brands, reveal the generation of a more intimate relationship and a growing affinity with the narratives presented, which provides us a fomentation on feminine empowerment and freedom to the body’s social stereotypes stablished.