Banca de DEFESA: MIRELLY MARY ALVES PINHEIRO

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : MIRELLY MARY ALVES PINHEIRO
DATE: 27/02/2023
TIME: 15:00
LOCAL: Google Meet -
TITLE:
KEY WORDS:

Digital communication strategies; Influencer Marketing; Content Marketing; Marketing of relationship; Prescription group; Buying behavior.

PAGES: 119
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

This dissertation aimed to investigate the use of digital communication strategies
by the prescription group on Instagram, based on the observation of the three most
common ones – Content Marketing, Influence Marketing and Relationship Marketing, as
a means to influence consumer behavior in the purchase of services. The prescription
group is considered a reference group composed of members who have technical
knowledge and are reliable content creators, being, in this research, represented by
nutritionists, as they are considered prescribers of food regulations, mimicking the
essence of consumption for survival human and social maintenance. The research was
qualitative and investigated the phenomenon from the selection of individuals who
followed nutritionist profiles on Instagram and who had already purchased a nutrition
service (doers) or wanted to become consumers of this service (desirers). With these
criteria, the research consisted of fourteen interviewed subjects who described their
interactions, perceptions and consumption intentions based on the content they accessed
in the nutrition professionals' profiles, based on virtual conversations with the researcher.
The subjects also informed the profiles they accessed, so the researcher investigated such
profiles, collecting posts that represented the digital communicative strategies that were
the focus of the dissertation. For the texts from the interviews, Thematic Analysis was
selected as an investigation technique, originating codes and themes that made it possible
to discuss the findings. The posts, with their images and texts, were analyzed using the
Semiotic Analysis of the Still Image. The results showed that nutritionists use their Digital
Media to communicate with their consumers or potential consumers and that they aim to
establish safe and confident bonds and connections, using Relationship Marketing. These
connections are established from sharing valuable content that will help, add and solve
pain, using Content Marketing for this purpose. In this perspective, it was identified that
the informative and prescriptive content is considered the most valuable by the
informants, impacting on the intention to hire the services of the professionals followed.
In addition, it was understood, through conversations, that informants consider
nutritionists a kind of health influencers who, by sharing informative and prescriptive
content, as well as their own lifestyle, such as training, food, products and clothing, can
motivate your followers. Finally, in the research, the main influences of the prescription
group analyzed in a virtual environment were identified. The informative influence was
evidenced, from the expositions of the content of a scientific nature and the nutritionist's
lifestyle, as well as the distance of the subject and, consequent unwillingness to contract
services, through normative attempts of influence that reverberated norms, restrictions
and rules. Even so, a veiled normative influence was recognized from the motivational
enhancement of the content, establishing in this work a new typology of influence,
entitled motivational, which consists of the individual being impacted in motivational
terms by the nutrition professional, carrying out purchasing behaviors and modifying their
lifestyle, without paying attention to veiled regulations involved in the process,
identifying only inspirational and positive psychological aspects.

COMMITTEE MEMBERS:
Presidente - 1361593 - MARIANNY JESSICA DE BRITO SILVA
Interna - 1670188 - CRISTIANE SALOME RIBEIRO COSTA
Externo à Instituição - JAIRO DE PONTES GOMES - UFPB