Autenticidade na resistência do consumidor: estratégias de influenciadores para dieta low-carb no Instagram
DOI:
https://doi.org/10.5585/remark.v20i4.19278Palavras-chave:
Mídias sociais, Autenticidade, Dieta, Resistência do consumidor, SaúdeResumo
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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