Celebridades da vida real: o comportamento de marca dos usuários do Facebook

Abstract

This work wants to understand the behavior of the users in the social network Facebook in the contemporary society. The hypothesis is that the subjects are acting like brands. In this way, the purpose of understanding expands since the psychological motives that makes the subject develop the need to expose and affirm your identity e your belong in the society; until how this is happening in the contemporary era. Besides, some reasons are exposed that contributed to this change of behavior, like the advent of the internet, de break from the emission pole and the popularization of the means for production and emission of midiatic products. In the end, a research was made where are analyzed six samples and their behavior in Facebook and compared with a communicational work of branding. In the end, the results obtained are exposed, in confirmation with the research hypothesis.