Mediação da informação em ambientes virtuais: estudo sobre o Instagram da marca Melissa

Abstract

It presents research results that aimed to understand the process of mediation of Melissa brand information through Instagram, in order to observe if there is transformation of virtual followers into real consumers. Data were collected and analyzed using conversation analysis in computer mediated communication. The time lapse for data collection was chosen at random, with the criteria of timeliness of the posts, from October 9 to November 18, 2019. Based on the expressive total of comments in the publications, five posts made by the profile were selected. by Melissa on Instagram. The results of the analysis show that Melissa's responses to followers meet the immediate informational need, direct them to other options and tools that may further assist in other issues (such as following the brand's official social networks and website link), but The brand does not maintain a long dialogue with its followers, and the interactions are primarily to provide answers to simple questions. Thus, it is concluded that Melissa acts as an intermediary in conversations with her followers, these conversations are mostly asynchronous, and occur in shifts. We understand that this is a marketing niche in which the librarian could act as a mediator for virtual information. We consider that the mediation of information pertaining to the process of communication in social networks has a high level of responsibility in customer loyalty and in this, the business strategy unveiled in the research process about Melissa is guided to a possible loyalty of followers.