Posicionamento e influência digital: uma análise do Instagram do Magazine Luiza

Abstract

Position itself is a way of demonstrating in practice the convictions that an organization has, its mission, vision, values, purposes and objectives. But, in order to generate value by influencing audiences to think about specific topics, it is necessary to know how to do it assertively. And when it comes to digital positioning, it becomes even more complex, since the Internet helps organizations to be noticed, recognized and influential. However, brands are increasingly dealing with informed, activist and influential interactors, the media users (TERRA, 2011), whether they are people or brands. Thus, the present study aims to understand Magazine Luiza positions on Instagram on social, cultural and environmental issues and influence strategies through the analysis of Instagram publications. Also, for better understanding, the concepts of identity, image, reputation, digital presence, user-media, positioning and digital influence were activated.The methodology of the work is based on bibliographical, documentary research and non-participatory covert observation, with the analysis covering the period the year 2021, classifying and analyzing content with positioning content on social, cultural and environmental topics.Thus, after observing and analyzing 52 posts on Instagram over a period of one year, it is possible to infer that Magazine Luiza has a structured, coherent and consistent positioning with the brand's values, promoting assertive actions that emphasize the debate of subjects that are relevant in society such as representativeness, inclusion, racial and gender diversity, violence against women, socio-environmental responsibility and others, aligning this with the purpose of generating value and connection with the audiences with which it relates, in a humanized and empathic way.