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Uma proposta para caracterizar as estratégias persuasivas em reviews gastronômicos realizados por influenciadores digitais no Instagram

Year: 2024

Type: article

Abstract: This paper presents a proposal to characterize the persuasive strategies employed in food reviews made by digital influencers on Instagram. Using an ethnographic approach, enriched by theoretical discussions on the subject, five profiles of Brazilian digital influencers were analyzed: @sofiasporai, @reviewsporsp, @rolezandoembrasilia, @indo.comer and @belemdiicas. The persuasive strategies employed are a form of publicization based on experiential advertising. When construing the message, the reviews present two mobilizing logics—emotional and rational. Through testimonials and emotional appeals, these present five persuasive characteristics: persuasive expressions, gastronomic attributes, sensory stimuli, colloquiality and authenticity.

Source: Signos do Consumo

DOI: 10.11606/issn.1984-5057.v16i2e232394

Authors: Giovanna Parise, Laura Wottrich

Institutions: Universidade Federal do Rio Grande do Sul, Universidade Federal de Santa Maria

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4407944075

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