HOW MANY LIKES DOES THIS DIVERSITY DESERVE? : Female Representativeness and Brand Management on Instagram

Detalhes bibliográficos
Autor(a) principal: Barroso de Castro, Jéssica
Data de Publicação: 2023
Outros Autores: Leopoldino, Cláudio Bezerra
Tipo de documento: Artigo
Idioma: por
Título da fonte: Gestão e sociedade
Texto Completo: https://ges.face.ufmg.br/index.php/gestaoesociedade/article/view/3605
Resumo: The use of Instagram as a communication way and promotion for fashion products is a strategic decision that can favor closer and lasting relationships between the female public and companies. In this sense, the objective of this research is to characterize how female diversities are represented in brand management by clothing companies. The qualitative investigation of the case studies was built from secret systematic observation of the profiles of three brands on Instagram. It was possible to investigate brand management and observe the portrayal of black women, obese, physically disabled, with little breast volume and with marks on the body, such as scars and cellulite. Age and sexual orientation diversities were also identified in the publications, albeit in a more moderate way. The study made it possible to verify the positive reactions of customers regarding the representation of diversity and its relevance for a greater identification of the public.
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spelling HOW MANY LIKES DOES THIS DIVERSITY DESERVE? : Female Representativeness and Brand Management on InstagramQUANTOS LIKES ESSA DIVERSIDADE MERECE? : Representatividade Feminina e Gestão de Marcas no InstagramDiversity managementBrand managementRepresentativenessGestão da diversidadeGestão de marcasRepresentatividadeThe use of Instagram as a communication way and promotion for fashion products is a strategic decision that can favor closer and lasting relationships between the female public and companies. In this sense, the objective of this research is to characterize how female diversities are represented in brand management by clothing companies. The qualitative investigation of the case studies was built from secret systematic observation of the profiles of three brands on Instagram. It was possible to investigate brand management and observe the portrayal of black women, obese, physically disabled, with little breast volume and with marks on the body, such as scars and cellulite. Age and sexual orientation diversities were also identified in the publications, albeit in a more moderate way. The study made it possible to verify the positive reactions of customers regarding the representation of diversity and its relevance for a greater identification of the public.A utilização do Instagram como meio de comunicação e promoção para produtos de moda consiste em decisão estratégica que pode favorecer relações mais próximas e duradouras entre o público feminino e as empresas. Neste sentido, o objetivo desta pesquisa é caracterizar como as diversidades femininas são representadas na gestão de marca por empresas de vestuário. A investigação qualitativa dos casos de estudo construiu-se a partir de observação sistemática secreta dos perfis de três marcas no Instagram. Foi possível investigar a gestão de marcas e  observar a retratação de mulheres negras, obesas, deficientes físicas, com pouco volume de seios e com marcas no corpo, como cicatrizes e celulites. Diversidades etárias e de orientação sexual também foram identificadas nas publicações, ainda que de forma mais moderada. O estudo permitiu verificar as reações positivas dos clientes quanto à representação de diversidades e sua relevância para uma maior identificação do público.CEPEAD/FACE - UFMG2023-07-03info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://ges.face.ufmg.br/index.php/gestaoesociedade/article/view/360510.21171/ges.v17i47.3605Management & Society Electronic Journal; Vol. 17 No. 47 (2023): Janeiro/Abril de 2023Gestão e Sociedade; v. 17 n. 47 (2023): Janeiro/Abril de 20231980-575610.21171/ges.v17i47reponame:Gestão e sociedadeinstname:Universidade Federal de Minas Gerais (UFMG)instacron:UFMGporhttps://ges.face.ufmg.br/index.php/gestaoesociedade/article/view/3605/1563Copyright (c) 2023 Gestão e Sociedadehttp://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessBarroso de Castro, JéssicaLeopoldino, Cláudio Bezerra2023-07-03T18:38:32Zoai:ojs.pkp.sfu.ca:article/3605Revistahttps://www.gestaoesociedade.org/gestaoesociedadePUBhttps://www.gestaoesociedade.org/gestaoesociedade/oaiges@face.ufmg.br||ricardo.ges.ufmg@gmail.com||1980-57561980-5756opendoar:2023-07-03T18:38:32Gestão e sociedade - Universidade Federal de Minas Gerais (UFMG)false
dc.title.none.fl_str_mv HOW MANY LIKES DOES THIS DIVERSITY DESERVE? : Female Representativeness and Brand Management on Instagram
QUANTOS LIKES ESSA DIVERSIDADE MERECE? : Representatividade Feminina e Gestão de Marcas no Instagram
title HOW MANY LIKES DOES THIS DIVERSITY DESERVE? : Female Representativeness and Brand Management on Instagram
spellingShingle HOW MANY LIKES DOES THIS DIVERSITY DESERVE? : Female Representativeness and Brand Management on Instagram
Barroso de Castro, Jéssica
Diversity management
Brand management
Representativeness
Gestão da diversidade
Gestão de marcas
Representatividade
title_short HOW MANY LIKES DOES THIS DIVERSITY DESERVE? : Female Representativeness and Brand Management on Instagram
title_full HOW MANY LIKES DOES THIS DIVERSITY DESERVE? : Female Representativeness and Brand Management on Instagram
title_fullStr HOW MANY LIKES DOES THIS DIVERSITY DESERVE? : Female Representativeness and Brand Management on Instagram
title_full_unstemmed HOW MANY LIKES DOES THIS DIVERSITY DESERVE? : Female Representativeness and Brand Management on Instagram
title_sort HOW MANY LIKES DOES THIS DIVERSITY DESERVE? : Female Representativeness and Brand Management on Instagram
author Barroso de Castro, Jéssica
author_facet Barroso de Castro, Jéssica
Leopoldino, Cláudio Bezerra
author_role author
author2 Leopoldino, Cláudio Bezerra
author2_role author
dc.contributor.author.fl_str_mv Barroso de Castro, Jéssica
Leopoldino, Cláudio Bezerra
dc.subject.por.fl_str_mv Diversity management
Brand management
Representativeness
Gestão da diversidade
Gestão de marcas
Representatividade
topic Diversity management
Brand management
Representativeness
Gestão da diversidade
Gestão de marcas
Representatividade
description The use of Instagram as a communication way and promotion for fashion products is a strategic decision that can favor closer and lasting relationships between the female public and companies. In this sense, the objective of this research is to characterize how female diversities are represented in brand management by clothing companies. The qualitative investigation of the case studies was built from secret systematic observation of the profiles of three brands on Instagram. It was possible to investigate brand management and observe the portrayal of black women, obese, physically disabled, with little breast volume and with marks on the body, such as scars and cellulite. Age and sexual orientation diversities were also identified in the publications, albeit in a more moderate way. The study made it possible to verify the positive reactions of customers regarding the representation of diversity and its relevance for a greater identification of the public.
publishDate 2023
dc.date.none.fl_str_mv 2023-07-03
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://ges.face.ufmg.br/index.php/gestaoesociedade/article/view/3605
10.21171/ges.v17i47.3605
url https://ges.face.ufmg.br/index.php/gestaoesociedade/article/view/3605
identifier_str_mv 10.21171/ges.v17i47.3605
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://ges.face.ufmg.br/index.php/gestaoesociedade/article/view/3605/1563
dc.rights.driver.fl_str_mv Copyright (c) 2023 Gestão e Sociedade
http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 Gestão e Sociedade
http://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv CEPEAD/FACE - UFMG
publisher.none.fl_str_mv CEPEAD/FACE - UFMG
dc.source.none.fl_str_mv Management & Society Electronic Journal; Vol. 17 No. 47 (2023): Janeiro/Abril de 2023
Gestão e Sociedade; v. 17 n. 47 (2023): Janeiro/Abril de 2023
1980-5756
10.21171/ges.v17i47
reponame:Gestão e sociedade
instname:Universidade Federal de Minas Gerais (UFMG)
instacron:UFMG
instname_str Universidade Federal de Minas Gerais (UFMG)
instacron_str UFMG
institution UFMG
reponame_str Gestão e sociedade
collection Gestão e sociedade
repository.name.fl_str_mv Gestão e sociedade - Universidade Federal de Minas Gerais (UFMG)
repository.mail.fl_str_mv ges@face.ufmg.br||ricardo.ges.ufmg@gmail.com||
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