Marketing de influência no Big Brother Brasil 2020: um estudo de caso sobre a Manu Gavassi

Abstract

This monograph has the theme “Influence Marketing at Big Brother Brasil 2020: a case study about Manu Gavassi. This study motivates the search for the answer to the following question: what were the influential marketing strategies that were used by the participant Manu Gavassi during her participation in Big Brother Brasil 2020 and that generated a leverage of her personal brand? This research is based on the understanding of influence marketing described by Cassio Politi (2018). For the analysis of the corpus of this research, 23 of the 103 posts of dissemination of the influencer Manu Gavassi published on her page of the social network Instagram in the period between January 21, 2020 and April 28, 2020 will be explored. This period established for the data is due to the realization of the marketing strategies called “Who The Fuck Is Manu Gavassi?”, with the objective of disseminating the image and personality of the singer on social networks during her participation in the Big Brother Brasil 2020 program. Finally, the analysis method defined for this work is content analysis, which is a widely used technique for analysis in qualitative research. As addressed by Bardin (1977), content analysis consists of seeking to understand the meanings and senses of the collected material, which go beyond a common reading.