@Ricademarre: análise dos níveis de engajamento do público da influenciadora gabriela sales no instagram

Abstract

This paper presents an analysis of the levels of audience engagement in the profile of the influencer Gabriela Sales on Instagram, identified in this social media as @ricademarre. The research was formulated in Content Analysis, based on what the author Laurence Bardin (1977) proposes, referring to a theoretical foundation about the digital influencer and content production strategies. Furthermore, this monograph discusses the forma and levels of engagement, measuring them between shallow, conventional and deep, applied to the context of Instagram social media. The characteristics of influence are also presented, facing the profile of the influencer Rica de Marré. The methodological path developed is related to the oriented studies, highlighting the results obtained. Rica is classified as a megainfluencer, and according to the levels of engagement, measured by the categories of format, content and interaction, the depth of such levels results in a type of superficial and partly conventional engagement.