A construção das narrativas de marca por influenciadores: analisando as produções de "Esse Menino" em 2021

Abstract

Considering the behavioral changes triggered by the pandemic context and the strengthening of the digital environment for brands and advertisers, the present work elects as an object of study the digital influencer "Esse Menino", recognizing its rise during this moment from a viral content involving the Pfizer vaccine. Raised to the status of influencer linked to Mynd, this monograph uses the advertising narratives developed by the professional throughout 2021 in order to identify their proper uses in 13 actions by national advertisers. With this, it is identified from a theoretical framework involving the branding process and a methodological work supported by ethnography in social networks on TikTok during the period from July 28 to December 7, 2021, as “Esse Menino” built brand narratives and entered the national market as an important figure for digital advertising. From this perspective, it is concluded that advertisers need to pay attention to the new dynamics of cyber advertising and the ethical issues involving the figure of digital influencers.