A AUTOEXPOSIÇÃO DE PRATICANTES DE EXERCÍCIOS FÍSICOS COMUNICADA EM REDES SOCIAIS E SUA RELAÇÃO COM O CONSUMO

This research proposes to understand the relationship between the self-exposure of physical exercise practitioners on social media communication and consumption. To this end, we sought to identify the motivations for selfexposure of physical exercise practitioners on social media; identify the types of products consumed that are related to self-exposure on social media and verify the influence between self-exposure of physical exercise practitioners on social media and consumption. Qualitative research was applied, aided by semistructured interviews and by the projective autodriving technique. Twelve men who practice physical exercises in gyms were interviewed. Three categories emerged from the results: exhibitionism, encouraging healthy living and personal fulfillment as antecedents for the self-exposure of physical activity practitioners on social media, and the consumption of food, electronic, sports clothing, applications, and software products was identified, as a way to help the best image that will be exposed. Through the development of a framework, it was found that the self-exposure of the image influences both self-consumption and the consumption of followers. In addition, the concept of conspicuous consumption was broadened by relating the exposure of the conquest of the fitness body as an acquired good that provides social status.

Social Media Marketing of Brands in the COVID-19 Pandemic

This chapter explores the social media marketing communication of brands in the first days of the novel coronavirus (COVID-19) outbreak within the theoretical framework provided by signaling theory. The social media content of six Turkish brands was examined by content analysis. The findings have shown that brands shared posts in four themes: brand promotion, brand's COVID-19 messages, product promotion, and special day posts. Brands integrated the COVID-19 agenda in their social media communication in two ways. First, they designed and shared posts that focused solely on the pandemic. These COVID-19-related posts constituted a separate category that did not include any direct relevance to the brands' promotion activities. Second, they added COVID-19-related points in their social media posts. This study provides valuable findings for marketing practitioners and academicians regarding social media communication in a global health crisis.

Feminist Hashtags in Pandemic Times

Hashtags are commonly used in social media communication not only to categorize conversations but particularly to raise attention and generate debate of certain topics. Hashtag activism is one of the areas that is gaining particular attention from academics and the overall society. The focus of this chapter is hashtag attributes. Particularly, it analyses and compares four hashtags related to violence against women that circulated on social networks during the COVID-19 pandemic: #16Days, #IsolatedNotAlone, #womensupportingwomen, and #NiUnaMenos. The chapter highlights important aspects to increase the effectiveness of communication with the use of hashtags.

Ephemeral mimetics: memes, an X-ray of Covid-19

The Covid-19 pandemic has prompted a crisis with consequences for public health, but also with economic, social and cultural implications that have affected all layers of society to a greater or lesser extent. Communication has been impacted by the immediacy and virality of messages and misinformation has galloped across social platforms. Against that backdrop, memes have emerged as a powerful means to channel citizen sentiment. A study of these digital objects is essential to understanding social network-based communication during the pandemic. The qualitative research reported here analyses the role of memes in communication on Covid-19, studies their development and defends their status as one of this generation’s cultural artefacts that, as such, merits preservation. Meme evolution is studied using Kübler-Ross’s stages of grief, which has been applied in a number of contexts involving psychological change. Studying memes in those terms both brings information on the evolution of citizens’ concerns to light and proves useful to sound out social media communication around the pandemic media. The challenges to be faced in meme preservation are defined, along with the ways in which heritage institutions should ensure the conservation of these cultural objects, which mirror early twenty-first century communication and world views and in this case provide specific insight into one of the most significant historic circumstances of recent decades.

Communicating on social media during a #FestivalEmergency

PurposeThe purpose of the study was to explore multidirectional flows of information over the course of an emergency. The following research questions were designed to guide this study: How does social media communication unfold over the course of an emergency at a cultural event? How does the nature and purpose of social media communication between all SM users change once an emergency occurs that affects event operations? How does the sentiment of social media communication change once an emergency occurs that affects event operations?Design/methodology/approachThis study explored how social media was used to communicate about on-site emergencies at community cultural events. Three events were studied before, during and after an on-site emergency that disrupted the event. The Twitter and Facebook posts referencing emergencies that took place at Shambhala, Detonate and Zombicon were explored, and the nature and purpose of the posts revealed how online communication changed throughout the emergencies. The Social Mediated Crisis Communication Model guided this research and findings contribute to the model's ongoing development by incorporating additional theories and models.FindingsThe research demonstrates that social media communication shifts during an emergency and how communication moves through a network changes. Once an emergency is underway, communication increases and who is talking with whom changes. The nature and purpose of the social media conversation also evolves over the course of an emergency.Research limitations/implicationsThis study examined the social media communication during three on-site emergencies at three different cultural events. The findings contribute to the understanding of the Social Media Crisis Communication Model. Specifically, the research confirms the various actors who engage online but also shows that two-way communication is not common. As this study only examined three events experiencing three different emergencies, we have a limited understanding of how the type of emergencies affects social media communication.Practical implicationsThe findings show the need for pre-crisis work by event organizers. It is necessary for the events to build trust with their online communities to ensure that when an emergency occurs the event will be seen as a trusted source. Also, staff training is needed to ensure people are prepared to handle the complexities of communicating online during an emergency. Issues like misinformation, influencers and the rapid pace of social media communication create a challenging environment for staff who are unprepared.Originality/valueEmergencies can threaten the survival of event organizations and put the health and wellness of attendees, staff and other stakeholders at risk. The study of crisis communication in special event contexts has received little theoretical attention and yet it is an important area of event management practice. Social media is an essential part of communication strategies and should be integrated into emergency planning to best reach people when an emergency threatens the safety of those involved with the event. The Social Media Crisis Communication Model offers some insight, but understanding its relevance is necessary if it is to be integrated into event emergency management.