Imagens efêmeras no universo das marcas: padrões, tendências e compartilhamentos a partir do uso de marcas de moda autoral

Abstract

This research aims to investigate how authorial fashion brands, small and medium-sized, are carrying out their media practices through the ephemeral sharing of their contents in the context of digital social networks. For this, Stories on Instagram is considered as a universe and object of analysis. The methodology is mainly developed through Grounded Theory (OROZCO GOMEZ; GONZÁLEZ REYES, 2011) (FRAGOSO; RECUERO; AMARAL, 2011) (GLASER, HOLTON, 2004) (SILVA; CABRAL; CASTRO; 2019) (KOERICH et al., 2018) (CASSIANI; CALIRI; PELÁ, 1996), but parallel supportive quantitative approaches were also used in order to visualize the research object in different perspectives. Thus, two data surveys were carried out in five profiles of different brands, in different periods of the year. The first data survey was established between June 19, 2019 and August 18th, 2019 and the second in November 30th, 2019 to January 30th, 2020, summing up to four months and 3,766 ephemeral shares to be analyzed and studied. As a result, we achieved, in the selective coding, the grounded theory that emerged from the empyrical data: to expand their midiatic practices and promote their online brand, owners of small and medium of authorial fashion brands, take turns between running the company and producing content for posting, in most cases, on work days and hours, as their main objective is to invite the user, through an advertising showcase, to the physical or online store. Therefore, the communication of the brands was based on this "hybrid advertising showcase", using its ephemerality as a form of constant renewal of this invitation.