Quantos likes essa diversidade merece? representatividade de diversidades femininas e gestão de marcas no Instagram: um estudo de multicasos

Abstract

People's awareness of the existence of diversity groups in society and, as a consequence, in the work teams required the adaptation of company management to resolve internal conflicts and represent socially marginalized segments. In the marketing context, the use of Instagram as a means of communication and promotion for products is a strategic decision that can benefit closer and lasting relationships between customer and company. In this sense, the general purpose of this research is to characterize how female diversities are represented in brand management by clothing companies. The qualitative investigation of the case studies was built from secret systematic observation of the profiles of the three brands on Instagram. From the analysis, it was possible to identify how brand management occurs, as well as describing the portrayal of women's diversities, such as black, fat, disabled, with little breasts and with marks on the body, such as scars and cellulite. In addition, age diversity and sexual orientation were also included in the publications, even though in a more moderate way. The study also verified, from comments and likes, the positive reactions of customers regarding the representation of diversities.