Estratégias de Comunicação nas mídias sociais digitais: Análise da Construção de imagem da Influenciadora Nátaly Neri no Instagram

Abstract

The present work seeks to understand the communication strategies on Instagram, especially those of a sustainable nature, for image building, with the influencer Nataly Neri as the study object. The research problem aims to answer the following question: "What communication strategies does the influencer Nataly Neri uses on her Instagram to build her image related to the sustainability topic?" The general objective is to comprehend the importance of the communication strategies used by the influencer Nataly Neri on her Instagram. To achieve this, the specific objectives are: identify the communication strategies implemented on the influencer's Instagram profile; analyze how the influencer Nataly Neri communicates with her public on Instagram; and categorize the image communication strategies of the influencer. The research methodology involves a combination of two techniques, composed by Bibliographic Research (SOUZA, OLIVEIRA and ALVES, 2021) and Covert and Non-Participatory Observation (JOHNSON, 2010), besides the analysis and discussion of results obtained from the data collected during the observation. The concepts that drive the study are: Communication Strategies, Digital Media, Digital Public Relations, Image, the Phenomenon of Influence and Sustainability. 92 publications were analyzed on Instagram, from a period of six months (April to September of 2023), 50 publications related to sustainability were found and 5 categories of strategies were utilized: information, approximation, convergence, dissemination and sponsorship, having been the most enhanced by the influencer: approximation (46 publications), convergence (45 publications) and dissemination (30 publications). After the study development, it can be inferred that digital public relations professionals can manage the image of influencers, but also play a fundamental role in building a network of relationships among their audience in a strategic way. Additionally, Nataly achieves an effective communication with her public by employing different strategies together. This results in meaningful interaction and the awareness of ecological issues, which contribute relevant into her image building.