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.
Downloads
Referências
Arnould, E., & Price, L. (2010). Authenticating acts and authoritative performances. In S. Ratneshwar, D. G. Mick, & C. Huffman (Eds.), The Why of Consumption: Contemporary perspectives on consumer motives, goals, and desires (pp. 138–161). London: Routledge.
Audrezet, A., de Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117(July), 557–569. https://doi.org/10.1016/j.jbusres.2018.07.008
Baker, S. A., & Rojek, C. (2019). The Belle Gibson scandal: The rise of lifestyle gurus as micro-celebrities in low-trust societies. Journal of Sociology, 56(3), 388-404.
Belk, R., Ger, G., & Askegaard, S. (2003). The Fire of Desire: A Multisited Inquiry into Consumer Passion. Journal of Consumer Research, 30(3), 326–351. https://doi.org/10.2139/ssrn.354640
Belk, R., & Kozinetz, R. (2017). Videography and netnography. Formative Research in Social Marketing. Retrieved from https://link.springer.com/chapter/10.1007/978-981-10-1829-9_13
Bennett, W. L., & Segerberg, A. (2012). The logic of connective action: Digital media and the personalization of contentious politics. Information Communication and Society, 15(5), 739–768. https://doi.org/10.1080/1369118X.2012.670661
Bernritter, S. F., Verlegh, P. W. J., & Smit, E. G. (2016). Why Nonprofits Are Easier to Endorse on Social Media: The Roles of Warmth and Brand Symbolism. Journal of Interactive Marketing, 33, 27–42. https://doi.org/10.1016/j.intmar.2015.10.002
Beverland, M. B. (2005). Grafting brand authenticity: The case of luxury wines. Journal of Management Studies, 42(5), 1003–1029. https://doi.org/10.1111/j.1467-6486.2005.00530.x
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of service research, 14(3), 252-271.
Charmaz, K. (2006). Constructing Grounded Theory: A Practical Guide Through Qualitative Analysis. London: SAGE Publications.
Cherrier, H. (2009). Anti-consumption discourses and consumer-resistant identities. Journal of Business Research, 62(2), 181–190. https://doi.org/10.1016/j.jbusres.2008.01.025
Corbin, J. M., & Strauss, A. (1990). Grounded theory research: Procedures, canons, and evaluative criteria. Qualitative Sociology, 13(1), 3–21. https://doi.org/10.1007/BF00988593
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches. Sage publications.
De Solier, I. (2013). Making the Self in a Material World: Food and Moralities of Consumption. Cultural Studies Review, 19(1), 9–27. https://doi.org/10.5130/csr.v19i1.3079
Deci, E. L., & Ryan, R. M. (2000). The “What” and “Why” of Goal Pursuits: Human Needs and the Self-Determination of Behavior. Psychological Inquiry, 11(4), 227–268. https://doi.org/10.1207/S15327965PLI1104_01
Ellcessor, E. (2018). “One tweet to make so much noise”: Connected celebrity activism in the case of Marlee Matlin. New Media and Society, 20(1), 255–271. https://doi.org/10.1177/1461444816661551
Firat, A. F., & Venkatesh, A. (1993). A new perspective on life and the human condition is sweeping across the globe; specifically in Western cultures. This new perspective is called. Elsevier Sceince Publishers, 10(December), 227–249.
Firat, A. F., & Venkatesh, A. (1995). Liberatory Postmodernism and the Reenchantment of Consumption. Journal of Consumer Research, 22(3), 239. https://doi.org/10.1086/209448
Fligstein, N., & McAdam, D. (2012). A Theory of Fields . New York: Oxford University Press.
Gannon, V. and Prothero, A. (2016), "Beauty blogger selfies as authenticating practices", European Journal of Marketing, Vol. 50 No. 9/10, pp. 1858-1878. https://doi.org/10.1108/EJM-07-2015-0510
Grayson, K., & Martinec, R. (2004). Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings. Journal of Consumer Research. https://doi.org/10.1086/422109
Grosglik, R., & Lerner, J. (2020). Gastro-emotivism: How MasterChef Israel produces therapeutic collective belongings. European Journal of Cultural Studies. https://doi.org/10.1177/1367549420902801
Habermas, J. (1989). The structural transformation of the public sphere: An inquiry into a category of bourgeois society. Cambridge: MIT Press.
Hardy, C., & Maguire, S. (2008). Institutional entrepreneurship. In R. Greenwood, C. Oliver, T. B. Lawrence, & R. E. Meyer (Eds.), The SAGE Handbook of Organizational Institutionalism (pp. 198–217).
Hartmann, B. J., & Ostberg, J. (2013). Authenticating by re-enchantment: The discursive making of craft production. Journal of Marketing Management, 29(7–8), 882–911. https://doi.org/10.1080/0267257X.2012.732596
Hearn, A. (2008). “Meat, mask, burden”: Probing the contours of the branded “self.” Journal of Consumer Culture, 8(2), 197–217. https://doi.org/10.1177/1469540508090086
Heath, T., & Heath, M. (2016). Once upon a time there was a consumer…: stories of magic and the magic of stories. Journal of Marketing Management, 32(9–10), 811–826. https://doi.org/10.1080/0267257X.2016.1189450
Hine, C. (2017). Ethnographies of online communities and social media: Modes, varieties, affordances. In The SAGE handbook of online research methods (2th ed., pp. 401–415). London.
Hollenbeck, C. R., & Zinkhan, G. M. (2010). Anti-brand communities, negotiation of brand meaning, and the learning process: The case of Wal-Mart. Consumption Markets and Culture. https://doi.org/10.1080/10253861003787056
Holt, D. B. (2002). Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding. Journal of Consumer Research, 29(1), 70–90. https://doi.org/10.1086/339922
Holt, D. B. (2006). Jack Daniel’s America: Iconic brands as ideological parasites and proselytizers. Journal of Consumer Culture, 6(3), 355–377. https://doi.org/10.1177/1469540506068683
Hutchinson, J. (2019). Micro-platformization for digital activism on social media. Information Communication and Society, 0(0), 1–17. https://doi.org/10.1080/1369118X.2019.1629612
Izberk-Bilgin, E. (2010). An interdisciplinary review of resistance to consumption, some marketing interpretations, and future research suggestions. Consumption Markets and Culture, 13(3), 299–323. https://doi.org/10.1080/10253861003787031
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191–208. https://doi.org/10.1080/19392397.2016.1218292
Ki, C. W. ‘Chloe,’ Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102–133. https://doi.org/10.1016/j.jretconser.2020.102133
Kozinets, R. (2002). Can Consumers Escape the Market? Emancipatory Illuminations from Burning Man. Journal of Consumer Research, 29(1), 20–38. https://doi.org/10.1086/339919
Kozinets, R. V., & Handelman, J. M. (2004). Adversaries of Consumption: Consumer Movements, Activism, and Ideology. Journal of Consumer Research, 31(3), 691–704. https://doi.org/10.1086/425104
Kozinets, R, Patterson, A., & Ashman, R. (2017). Networks of desire: How technology increases our passion to consume. Journal of Consumer Research, 43(5), 659–682. https://doi.org/10.1093/jcr/ucw061
Kozinets, R. V. (2019). Netnography: the Essential Guide to Qualitative Social Media Research. SAGE Publications Limited.
Leong, C., Pan, S. L., Bahri, S., & Fauzi, A. (2019). Social media empowerment in social movements: power activation and power accrual in digital activism. European Journal of Information Systems, 28(2), 173–204. https://doi.org/10.1080/0960085X.2018.1512944
Maares, P., Banjac, S., & Hanusch, F. (2020). The labour of visual authenticity on social media: Exploring producers’ and audiences’ perceptions on Instagram. Poetics, (October), 101502. https://doi.org/10.1016/j.poetic.2020.101502
Marks, C., & Prinsloo, M. (2015). Authenticity in marketing: a response to consumer resistance? Journal of Marketing and Consumer Behaviour in Emerging Markets, 2(2), 15–32. https://doi.org/10.7172/2449-6634.jmcbem.2015.2.2
Marwick, A. E. (2015). Instafame: Luxury selfies in the attention economy. Public Culture, 27(1), 137–160. https://doi.org/10.1215/08992363-2798379
McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building Brand Community. Journal of Marketing, 66(1), 38–54. https://doi.org/10.1509/jmkg.66.1.38.18451
Meyer, J. W., & Rowan, B. (1977). Institutionalized Organizations: Formal Structure as Myth and Ceremony. American Journal of Sociology, 83(2), 340–363. https://doi.org/10.1086/226550
Molleda, J. C. (2010). Authenticity and the construct’s dimensions in public relations and communication research. Journal of Communication Management, 14(3), 223–236. https://doi.org/10.1108/13632541011064508
Niederhoffer, K., Mooth, R., Wiesenfeld, D., & Gordon, J. (2007). The origin and impact of CPG new-product buzz: Emerging trends and implications. Journal of Advertising Research. https://doi.org/10.2501/S0021849907070432
Olson, M. (1965). The logic of collective action Cambridge: pPublic goods and the theory of groups. Harvard University Press.
Ozanne, J., & Murray, J. (1995). Uniting Critical Theory and Public Policy to Create the Reflexively Defiant Consumer. American Behavioral Scientist. https://doi.org/10.1177/0002764295038004003
Poster, M. (1989). Jean Baudrillard: Selected Writings. The Journal of Aesthetics and Art Criticism. https://doi.org/10.2307/432019
Pöyry, E., Pelkonen, M., Naumanen, E., & Laaksonen, S. M. (2019). A Call for Authenticity: Audience Responses to Social Media Influencer Endorsements in Strategic Communication. International Journal of Strategic Communication, 13(4), 336–351. https://doi.org/10.1080/1553118X.2019.1609965
Price, L., & Penaloza, L. (1993). Consumer resistance: A conceptual overview. Advances in Consumer Research. Association for Consumer Research (U.S.).
Ritzer, G. (2010). Enchanting a disenchanted world: continuity and change in the cathedrals of consumption. SAGE Publications. https://doi.org/10.4135/9781483349572
Rose, R. L., & Wood, S. L. (2005). Paradox and the consumption of authenticity through reality television. Journal of Consumer Research, 32(2), 284–296. https://doi.org/10.1086/432238
Saunders, M., Lewis, P., & Thornhill, A. (2015). Research Methods for Business Students (7th ed.).Essex, England: Pearson.
Seno, D., & Lukas, B. A. (2007). The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective. European Journal of Marketing. https://doi.org/10.1108/03090560710718148
Smith, N., & Graham, T. (2019). Mapping the anti-vaccination movement on Facebook. Information Communication and Society, 22(9), 1310–1327. https://doi.org/10.1080/1369118X.2017.1418406
Sokolova, K., & Perez, C. (2021). You follow fitness influencers on YouTube. But do you actually exercise? How parasocial relationships, and watching fitness influencers, relate to intentions to exercise. Journal of Retailing and Consumer Services, 58, 102276. https://doi.org/10.1016/j.jretconser.2020.102276
Spradley, J. (2016). The ethnographic interview. Waveland Press.
Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility and brand equity Ambushing: A meta-analytic review of the influence on sponsorship-linked marketing View project HMP-Authenticity View project. Article in European Journal of Marketing, 45(6), 882–909. https://doi.org/10.1108/03090561111119958
Sturken, M., & Banet-Weiser, S. (2010). The politics of commerce: shepard Fairey and the new cultural entrepreneurship. (M. Aronczyk & D. Powers, Eds.). Blowing up the brand: critical perspectives on promotional culture. New York: Peter Lang.
Suddaby, R., Ganzin, M., & Minkus, A. (2017). Craft, magic and the re-enchantment of the world. European Management Journal, 35(3), 285-296.
Tafesse, W., & Wood, B. P. (2021). Followers' engagement with instagram influencers: The role of influencers’ content and engagement strategy. Journal of Retailing and Consumer Services, 58, 102303.
Thompson, C. J. (2004). Marketplace Mythology and Discourses of Power. Journal of Consumer Research, 31(1), 162–180. https://doi.org/10.1086/674724
Thompson, C. J., & Arsel, Z. (2004). The Starbucks Brandscape and Consumers’ (Anticorporate) Experiences of Glocalization. Journal of Consumer Research, 31(3), 631–642. https://doi.org/10.1086/425098
Thompson, C. J., & Coskuner-Balli, G. (2007). Countervailing Market Responses to Corporate Co-optation and the Ideological Recruitment of Consumption Communities: Table 1. Journal of Consumer Research, 34(2), 135–152. https://doi.org/10.1086/519143
Thompson, C. J., & Hirschman, E. C. (1995). Understanding the Socialized Body: A Poststructuralist Analysis of Consumers’ Self-Conceptions, Body Images, and Self-Care Practices. Journal of Consumer Research, 22(2), 139. https://doi.org/10.1086/209441
Tracy, S. J. (2010). Qualitative quality: Eight a"big-tent" criteria for excellent qualitative research. Qualitative Inquiry, 16(10), 837–851. https://doi.org/10.1177/1077800410383121
Viotto, M. H., Zanette, M. C., & Brito, E. P. Z. (2020). Looking good or feeling good? The dual role of the body in the taste transformation process. Consumption Markets and Culture, 0(0), 1–21. https://doi.org/10.1080/10253866.2020.1726329
Warde, A. (2016). The Practice of Eating. London: Polity Press.
Zanette, M. C., & Brito, E. P. Z. (2018). Fashionable subjects and complicity resistance: power, subjectification, and bounded resistance in the context of plus-size consumers. Consumption Markets and Culture, 22(4), 363–382. https://doi.org/10.1080/10253866.2018.1512241
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2021 Revista Brasileira de Marketing
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
