Influence Building in Stigmatized Contexts: Women’s Domestic Work as a Platform for Digital Content

Fracalanzza, Flávia Pimenta; Campos, Roberta Dias; Suarez, Maribel Carvalho

doi:10.1590/1807-7692bar2024240125

person Flávia Pimenta Fracalanzza

conceptualization · data curation · formal analysis · investigation · methodology · project administration · resources · supervision · visualization · writing - original draft · writing - review & editing

schoolUniversidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração, Rio de Janeiro, RJ, Brazil. flavia.fracalanzza@coppead.ufrj.br

0000-0003-0976-1407

person Roberta Dias Campos

conceptualization · project administration · supervision · visualization · writing - review & editing

schoolEscola Superior de Propaganda e Marketing, São Paulo, SP, Brazil. roberta.campos@espm.br; maribels@coppead.ufrj.br

0000-0002-7091-7901

person Maribel Carvalho Suarez

conceptualization · project administration · supervision · writing - review & editing

schoolUniversidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração, Rio de Janeiro, RJ, Brazil. flavia.fracalanzza@coppead.ufrj.br

0000-0001-9736-5273

personCorresponding author: Flávia Pimenta Fracalanzza Universidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração Rua Pascoal Lemme, n. 355, Cidade Universitária, CEP 21941-918, Rio de Janeiro, RJ, Brazil.

This paper was with the authors for two revision.

Conflict of Interests:

The authors stated that there was no conflict of interest.

Editors-in-Chief:

Ricardo Limongi https://orcid.org/0000-0003-3231-7515

(Universidade Federal de Goiás, Brazil)

Guest Editors:

Valter Afonso Vieira https://orcid.org/0000-0002-4129-3343

(Universidade Estadual de Maringá, Brazil)

Edvan Cruz Aguiar https://orcid.org/0000-0002-3433-6210

(Universidade Federal de Campina Grande, Brazil)

Marcia Christina Ferreira https://orcid.org/0000-0003-2599-8754

(University of Essex, United Kingdom)

Marlon Dalmoro https://orcid.org/0000-0002-6211-0905

(NOVA IMS Information Management School, Portugal and Universidade do Vale do Taquari, Brazil)

Reviewers:

Juliana Becheri https://orcid.org/0000-0002-2404-6535

(Instituto Federal de Educação Ciência e Tecnologia do Paraná, Brazil)

and two anonymous revierwers.

Editorial assistants:

Eduarda Anastacio and Simone Rafael (ANPAD, Maringá, Brazil).

Tactics	Goals	Practices and resources used	Literature
Brand endorsement	Relationships with brands as external recognition milestones in the influencer’s trajectory, whether through the received products, partnerships, or advertising.	Posts with reviews and/or product recommendations (even without a commercial relationship), announcements of partnerships with brands with the demarcation of posts through #publi, partnerships, product collections in collaboration with a particular brand (‘collabs’), or exclusive product lines.	Erz and Christensen (2018); Nascimento et al. (2020)
Speech of authenticity	- Transmission of veracity to the audience in the sharing of their ‘authentic self.’ - Building connections with the followers.	- Direct discourse (‘face to face’) - Purposeful demonstration of amateurism, sharing minor flaws, and using vocabulary directed at the public, including grammar mistakes. - Demonstration of vulnerability by sharing moments of pain, failures, or problems.	Tolson (2010); Deighton and Kornfeld (2011); McQuarrie et al. (2013); Miguel et al. (2022); He et al. (2022); Barta et al. (2023)
Intrinsic ordinariness	- Discourse of ‘normality’ as a resource to get closer to the audience. - Construction of the image of the content creator as an ordinary person (‘ordinariness’) through the domestic environment shared and the message portrayed about herself/himself in the content.	- Sharing of bloopers, objects falling or missing from the scene at the time of the video. - Moments of approximation with the reality of most people with a ‘real life’ discourse. - Sharing videos synchronously, without editing, showing events in real-time.	Deighton and Kornfeld (2011); McQuarrie et al. (2013); Arsel and Zhao (2013); He et al. (2022)
Demonstration of expertise (‘ordinary experts’)	- Construction of the influencer’s positioning and development of influence from the display of knowledge repertoire and practices that highlight the creator as an expert in a specific field of knowledge but maintain elements of colloquiality that bring them closer to the ordinary consumers.	- Tutorials in the form of a carousel of images or videos with the demonstration of knowledge and skills. - Indication and reviews of products and services and opinion content on various subjects.	Tolson (2010); Erz and Christensen (2018); Nascimento et al. (2020); Barta et al. (2023)

Stage	Periodicity	Description of activities	Types of data collected	Amount of data collected
Phase 1 - Pre-field	2018-2019	Familiarization with the context, thematic definition, understanding of the dynamics of posting, establishment of criteria, and selection of the profile to be investigated.	Monitoring context-related hashtags and collecting posts from different profiles for investigative diving into the researched context.	317
Phase 2 - Strategic field definitions	2020	Immersion in the selected profile and establishment of a data collection strategy.	First data collection from posts.	381
Phase 3 - Field	2021-2022	The data collection phase itself following the procedures of Kozinets (2019) in a systematic way.	Follow-up of stories, posts, and interactions with weekly data collection and monthly grouping.	889

[TFN1] Note. Elaborated by the authors.