Percepções dos Seguidores do Instagram da Prefeitura Municipal de Salvador sobre as Postagens e Recomendações na Mídia Social sobre a Pandemia

• Autor(a) principal: Silva, Diego Reis
• Data de Publicação: 2022
• Outros Autores: Rodas Vera, Luciana Alves
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: Marketing & Tourism Review
• Texto Completo: https://revistas.face.ufmg.br/index.php/mtr/article/view/7448
• topic: Instagram; Pandemia; Prefeitura Municipal de Salvador; Capacidade persuasiva da mensagem; Atitude

In the context of the pandemic, communication becomes fundamental for individuals to understand the seriousness of the Covid-19 situation, and it has been used by public entities to inform the population about the necessary measures to be taken. Instagram is one of the fastest growing networks in recent years, a fact that has also been observed especially in this pandemic period. The research problem guiding this study was: What is the perception of Instagram followers of the Municipality of Salvador in relation to the persuasiveness of the messages published in this social media about the actions to be taken during the pandemic and the degree of attitude of the followers in relation to these actions? The main objective of the article is to understand the perception of PMS followers on Instagram in relation to the persuasiveness of the information released in this pandemic period and to understand the degree of attitude of the followers in relation to these actions. This research follows a quantitative approach, using the survey as a data collection technique. The instrument used was a structured questionnaire, with several questions focused on the object of study, with questions related to demography, sex, age, state, city, in addition to questions aimed at knowing the perception of PMS Instagram users, built on the basis of on the scale of Nunes (2016). The survey had 278 validly answered questionnaires, collected via Google Forms in May 2021. The data analysis method was basic descriptive statistics. It was noticed that the level of quality of the argument used was perceived as high in general, but with regard to the attractiveness of the source, the indicator is lower in relation to the others. It was concluded that most PMS Instagram followers claimed to follow the recommendations made by the city hall during the pandemic.