Ferreira, Renata GonçalvesOliveira, Júlio Cézar Nascimento de2025-01-232025-01-232025-01-16OLIVEIRA, Júlio Cézar Nascimento de. @operaçãosapajus: análise do engajamento nas redes sociais. Orientadora: Renata Gonçalves Ferreira. 2025. 30 f. Trabalho de Conclusão de Curso (Graduação em Ciências Biológicas) – Universidade Federal do Rio Grande do Norte, Natal, 2025.https://repositorio.ufrn.br/handle/123456789/61766Since the 2000s, the internet has become the primary global communication medium and an essential tool for information exchange, changing the way people access and process information. In the present study, we present a qualitative and quantitative analysis of the engagement of the "@operacaosapajus" Instagram page over its first three years. A total of 488 posts were analyzed and categorized into 12 groups. The "insights" tool was used to obtain engagement metrics for the page. Linear models were applied to test for significant differences in engagement across post types, and cluster analysis was conducted to group post types based on similarity in median overall engagement values. Three clusters were identified, showing statistically significant differences among them. Posts with critical approaches received significantly more likes but not more shares, suggesting a form of soft activism. Posts on scientific topics and reports were significantly more saved, indicating that the scientific outreach function is being achieved. Posts in the "in captivity" and "in the wild" categories engaged significantly less, suggesting that this strategy might not be the most effective for promoting an aesthetic shift from "loving as a pet" to "loving wildlife in freedom."Attribution-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nd/3.0/br/InstagramMacaco-pregoPrimatasRedes sociaisInstagramCapuchin monkeyPrimatesSocial mediabachelorThesisCNPQ::CIENCIAS BIOLOGICAS