Se você gostou, curta ou comente. Brand awareness e engajamento na #psicologia no Instagram
Ano de defesa: | 2022 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | , , |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Universidade Federal do Maranhão
|
Programa de Pós-Graduação: |
PROGRAMA DE PÓS-GRADUAÇÃO EM PSICOLOGIA/CCH
|
Departamento: |
DEPARTAMENTO DE PSICOLOGIA/CCH
|
País: |
Brasil
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | https://tedebc.ufma.br/jspui/handle/tede/tede/4728 |
Resumo: | In network societies, social media have redesigned relationships to a dynamic and borderless character. Hence, participation in social media has become a fundamental element for brands, whether personal or not. Through an adequate positioning, it is possible to generate rapprochement with potential clients, which includes the provision of services by psychologists. Thus, the understanding of how image built by a brand is perceived and interpreted by Instagram users can be assessed through engagement measurement efforts. In this regard, the present dissertation sought to answer the following research questions: how do internet users engage in psychology publications on Instagram? What are the main topics covered in these publications? Are there psychology professionals making use of #psicologia, since this is the key reference to this area in that social platform? How do these professionals position themselves? Data were obtained through web scrapping (data extraction) done through computational tools and collected from the scope delimited by the hashtag #psicologia. Textual data, likes, comments, and co-occurrence networks of users and hashtags were obtained. For the analysis of the results, Pierre Bourdieu’s Field Theory was used to understand Instagram as a social field, in addition to the concepts of brand awareness and personal brand to analyse data clusters and themes addressed in social media. The ethical implications that govern the professional promotion of psychologists, according to the norms and rules established by the Federal Council of Psychology were used to compare user’s positioning on this field. It was found that the use of #psicologia is triggered by users outside the hegemonic field of psychology, with postings achieving highest metrics associated with non-hegemonic elements (generalist groups and groups focused on well-being themes). In addition, the results pointed out that the presence of psychologists positioning themselves on this network using the researched hashtag is reduced, which allows its use by subjects initially external to the professional field. |
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TEIXEIRA, Tadeu Gomeshttp://lattes.cnpq.br/1407576230140190TEIXEIRA, Tadeu Gomeshttp://lattes.cnpq.br/1407576230140190BARRADAS FILHO, Alex Oliveirahttp://lattes.cnpq.br/4766794669249883ARAÚJO, Adriana de Lima Reishttp://lattes.cnpq.br/7354243303158529http://lattes.cnpq.br/6200510382206575SANTOS, Thiago Filipe Linhares2023-05-29T15:10:35Z2022-03-24SANTOS, Thiago Filipe Linhares. Se você gostou, curta ou comente. Brand awareness e engajamento na #psicologia no Instagram. 2022. 102 f. Dissertação (Programa de Pós-Graduação em Psicologia/CCH) - Universidade Federal do Maranhão, São Luís, 2022.https://tedebc.ufma.br/jspui/handle/tede/tede/4728In network societies, social media have redesigned relationships to a dynamic and borderless character. Hence, participation in social media has become a fundamental element for brands, whether personal or not. Through an adequate positioning, it is possible to generate rapprochement with potential clients, which includes the provision of services by psychologists. Thus, the understanding of how image built by a brand is perceived and interpreted by Instagram users can be assessed through engagement measurement efforts. In this regard, the present dissertation sought to answer the following research questions: how do internet users engage in psychology publications on Instagram? What are the main topics covered in these publications? Are there psychology professionals making use of #psicologia, since this is the key reference to this area in that social platform? How do these professionals position themselves? Data were obtained through web scrapping (data extraction) done through computational tools and collected from the scope delimited by the hashtag #psicologia. Textual data, likes, comments, and co-occurrence networks of users and hashtags were obtained. For the analysis of the results, Pierre Bourdieu’s Field Theory was used to understand Instagram as a social field, in addition to the concepts of brand awareness and personal brand to analyse data clusters and themes addressed in social media. The ethical implications that govern the professional promotion of psychologists, according to the norms and rules established by the Federal Council of Psychology were used to compare user’s positioning on this field. It was found that the use of #psicologia is triggered by users outside the hegemonic field of psychology, with postings achieving highest metrics associated with non-hegemonic elements (generalist groups and groups focused on well-being themes). In addition, the results pointed out that the presence of psychologists positioning themselves on this network using the researched hashtag is reduced, which allows its use by subjects initially external to the professional field.Na sociedade em redes, as mídias sociais têm ressignificado as relações, tomando um caráter dinâmico e desprovido de fronteiras. Neste sentido, a participação em redes sociais tem se configurado em um elemento fundamental para as marcas, sejam elas pessoais ou não. Através de um posicionamento adequado, é possível gerar aproximação com os potenciais clientes, o que inclui a prestação de serviços por psicólogos. Assim, a compreensão de como a imagem construída pela marca é percebida e interpretada pelos usuários do Instagram pode ser avaliada através da mensuração do engajamento. Nesse sentido, buscou-se nessa dissertação responder às seguintes questões de pesquisa: como se dá o engajamento dos internautas frente às publicações de psicologia no Instagram? Quais os principais temas abordados nestas publicações? Há profissionais de psicologia fazendo uso da #psicologia, uma vez que esta é a principal referência à área nesta rede? Como estes profissionais se posicionam? Os dados foram obtidos por meio de de webscrapping (raspagem de dados) feito por meio de ferramentas computacionais e foram coletados a partir do escopo delimitado pela hashtag #psicologia. Foram obtidos dados textuais, likes, comentários, redes de coocorrência de usuários e de hashtags. Recorreu-se, para análise dos resultados, à Teoria de Campo de Pierre Bourdieu para compreender o Instagram enquanto campo social, além de recorrer aos conceitos de brand awareness e marca pessoal para analisar os clusters de dados e as temáticas abordadas na mídia social. As implicações éticas que regem a promoção profissional dos psicólogos, de acordo com as normas estabelecidas pelo Conselho Federal de Psicologia, foram acionadas para cotejar com os posicionamentos sobre o tema. Verificou-se que o uso da #psicologia é acionado por usuários externos ao campo hegemônico da psicologia, sendo as postagens com maiores métricas associadas a elementos não hegemônicos (grupos generalistas e focados em temas de bem estar). Além disso, verificou-se que a presença de psicólogos com posicionamento na rede a partir do uso da hashtag é reduzido, o que oportuniza seu uso por sujeitos inicialmente externos ao campo profissional.Submitted by Daniella Santos (daniella.santos@ufma.br) on 2023-05-29T15:10:35Z No. of bitstreams: 1 THIAGOSANTOS.pdf: 3021167 bytes, checksum: 0b53ed8786c59b0d63a15078f9d1fafe (MD5)Made available in DSpace on 2023-05-29T15:10:35Z (GMT). No. of bitstreams: 1 THIAGOSANTOS.pdf: 3021167 bytes, checksum: 0b53ed8786c59b0d63a15078f9d1fafe (MD5) Previous issue date: 2022-03-24application/pdfporUniversidade Federal do MaranhãoPROGRAMA DE PÓS-GRADUAÇÃO EM PSICOLOGIA/CCHUFMABrasilDEPARTAMENTO DE PSICOLOGIA/CCHmídias sociais;brand awareness;engajamento;instagram;social media;brand awareness;engagement;instagram.PsicologiaSe você gostou, curta ou comente. Brand awareness e engajamento na #psicologia no InstagramIf you liked it, like or comment. Brand awareness and engagement in #psychology on Instagraminfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da UFMAinstname:Universidade Federal do Maranhão (UFMA)instacron:UFMAORIGINALTHIAGOSANTOS.pdfTHIAGOSANTOS.pdfapplication/pdf3021167http://tedebc.ufma.br:8080/bitstream/tede/4728/2/THIAGOSANTOS.pdf0b53ed8786c59b0d63a15078f9d1fafeMD52LICENSElicense.txtlicense.txttext/plain; charset=utf-82255http://tedebc.ufma.br:8080/bitstream/tede/4728/1/license.txt97eeade1fce43278e63fe063657f8083MD51tede/47282023-05-29 12:10:35.732oai:tede2:tede/4728IExJQ0VOw4dBIERFIERJU1RSSUJVScOHw4NPIE7Dg08tRVhDTFVTSVZBCgpDb20gYSBhcHJlc2VudGHDp8OjbyBkZXN0YSBsaWNlbsOnYSxvIGF1dG9yIChlcykgb3UgbyB0aXR1bGFyIGRvcyBkaXJlaXRvcyBkZSBhdXRvciBjb25jZWRlIMOgIFVuaXZlcnNpZGFkZSBGZWRlcmFsIGRvIE1hcmFuaMOjbyAoVUZNQSkgbyBkaXJlaXRvIG7Do28tZXhjbHVzaXZvIGRlIHJlcHJvZHV6aXIsIHRyYWR1emlyIChjb25mb3JtZSBkZWZpbmlkbyBhYmFpeG8pLCBlL291IGRpc3RyaWJ1aXIgYSBzdWEgdGVzZSBvdSBkaXNzZXJ0YcOnw6NvIChpbmNsdWluZG8gbyByZXN1bW8pIHBvciB0b2RvIG8gbXVuZG8gbm8gZm9ybWF0byBpbXByZXNzbyBlIGVsZXRyw7RuaWNvIGUgZW0gcXVhbHF1ZXIgbWVpbywgaW5jbHVpbmRvIG9zIGZvcm1hdG9zIMOhdWRpbyBvdSB2w61kZW8uCgpWb2PDqiBjb25jb3JkYSBxdWUgYSBVRk1BIHBvZGUsIHNlbSBhbHRlcmFyIG8gY29udGXDumRvLCB0cmFuc3BvciBhIHN1YSB0ZXNlIG91IGRpc3NlcnRhw6fDo28gcGFyYSBxdWFscXVlciBtZWlvIG91IGZvcm1hdG8gcGFyYSBmaW5zIGRlIHByZXNlcnZhw6fDo28uCgpWb2PDqiB0YW1iw6ltIGNvbmNvcmRhIHF1ZSBhIFVGTUEgcG9kZSBtYW50ZXIgbWFpcyBkZSB1bWEgY8OzcGlhIGRlIHN1YSB0ZXNlIG91IGRpc3NlcnRhw6fDo28gcGFyYSBmaW5zIGRlIHNlZ3VyYW7Dp2EsIGJhY2stdXAgZSBwcmVzZXJ2YcOnw6NvLgoKVm9jw6ogZGVjbGFyYSBxdWUgYSBzdWEgdGVzZSBvdSBkaXNzZXJ0YcOnw6NvIMOpIG9yaWdpbmFsIGUgcXVlIHZvY8OqIHRlbSBvIHBvZGVyIGRlIGNvbmNlZGVyIG9zIGRpcmVpdG9zIGNvbnRpZG9zIG5lc3RhIGxpY2Vuw6dhLiBWb2PDqiB0YW1iw6ltIGRlY2xhcmEgcXVlIG8gZGVww7NzaXRvIGRhIHN1YSB0ZXNlIG91IGRpc3NlcnRhw6fDo28gbsOjbywgcXVlIHNlamEgZGUgc2V1IGNvbmhlY2ltZW50bywgaW5mcmluZ2UgZGlyZWl0b3MgYXV0b3JhaXMgZGUgbmluZ3XDqW0uCgpDYXNvIGEgc3VhIHRlc2Ugb3UgZGlzc2VydGHDp8OjbyBjb250ZW5oYSBtYXRlcmlhbCBxdWUgdm9jw6ogbsOjbyBwb3NzdWkgYSB0aXR1bGFyaWRhZGUgZG9zIGRpcmVpdG9zIGF1dG9yYWlzLCB2b2PDqiBkZWNsYXJhIHF1ZSBvYnRldmUgYSBwZXJtaXNzw6NvIGlycmVzdHJpdGEgZG8gZGV0ZW50b3IgZG9zIGRpcmVpdG9zIGF1dG9yYWlzIHBhcmEgY29uY2VkZXIgw6AgVUZNQSBvcyBkaXJlaXRvcyBhcHJlc2VudGFkb3MgbmVzdGEgbGljZW7Dp2EsIGUgcXVlIGVzc2UgbWF0ZXJpYWwgZGUgcHJvcHJpZWRhZGUgZGUgdGVyY2Vpcm9zIGVzdMOhIGNsYXJhbWVudGUgaWRlbnRpZmljYWRvIGUgcmVjb25oZWNpZG8gbm8gdGV4dG8gb3Ugbm8gY29udGXDumRvIGRhIHRlc2Ugb3UgZGlzc2VydGHDp8OjbyBvcmEgZGVwb3NpdGFkYS4KCkNBU08gQSBURVNFIE9VIERJU1NFUlRBw4fDg08gT1JBIERFUE9TSVRBREEgVEVOSEEgU0lETyBSRVNVTFRBRE8gREUgVU0gUEFUUk9Dw41OSU8gT1UgQVBPSU8gREUgVU1BIEFHw4pOQ0lBIERFIEZPTUVOVE8gT1UgT1VUUk8gT1JHQU5JU01PIFFVRSBOw4NPIFNFSkEgQSBVRk1BLCBWT0PDiiBERUNMQVJBIFFVRSBSRVNQRUlUT1UgVE9ET1MgRSBRVUFJU1FVRVIgRElSRUlUT1MgREUgUkVWSVPDg08gQ09NTyBUQU1Cw4lNIEFTIERFTUFJUyBPQlJJR0HDh8OVRVMgRVhJR0lEQVMgUE9SIENPTlRSQVRPIE9VIEFDT1JETy4KCkEgVUZNQSBzZSBjb21wcm9tZXRlIGEgaWRlbnRpZmljYXIgY2xhcmFtZW50ZSBvIHNldSBub21lIG91IG8ocykgbm9tZShzKSBkbyhzKSBkZXRlbnRvcihlcykgZG9zIGRpcmVpdG9zIGF1dG9yYWlzIGRhIHRlc2Ugb3UgZGlzc2VydGHDp8OjbywgZSBuw6NvIGZhcsOhIHF1YWxxdWVyIGFsdGVyYcOnw6NvLCBhbMOpbSBkYXF1ZWxhcyBjb25jZWRpZGFzIHBvciBlc3RhIGxpY2Vuw6dhLgoKRGVjbGFyYSB0YW1iw6ltIHF1ZSB0b2RhcyBhcyBhZmlsaWHDp8O1ZXMgY29ycG9yYXRpdmFzIG91IGluc3RpdHVjaW9uYWlzIGUgdG9kYXMgYXMgZm9udGVzIGRlIGFwb2lvIGZpbmFuY2Vpcm8gYW8gdHJhYmFsaG8gZXN0w6NvIGRldmlkYW1lbnRlIGNpdGFkYXMgb3UgbWVuY2lvbmFkYXMgZSBjZXJ0aWZpY2EgcXVlIG7Do28gaMOhIG5lbmh1bSBpbnRlcmVzc2UgY29tZXJjaWFsIG91IGFzc29jaWF0aXZvIHF1ZSByZXByZXNlbnRlIGNvbmZsaXRvIGRlIGludGVyZXNzZSBlbSBjb25leMOjbyBjb20gbyB0cmFiYWxobyBzdWJtZXRpZG8uCgoKCgoKCgo=Biblioteca Digital de Teses e Dissertaçõeshttps://tedebc.ufma.br/jspui/PUBhttp://tedebc.ufma.br:8080/oai/requestrepositorio@ufma.br||repositorio@ufma.bropendoar:21312023-05-29T15:10:35Biblioteca Digital de Teses e Dissertações da UFMA - Universidade Federal do Maranhão (UFMA)false |
dc.title.por.fl_str_mv |
Se você gostou, curta ou comente. Brand awareness e engajamento na #psicologia no Instagram |
dc.title.alternative.eng.fl_str_mv |
If you liked it, like or comment. Brand awareness and engagement in #psychology on Instagram |
title |
Se você gostou, curta ou comente. Brand awareness e engajamento na #psicologia no Instagram |
spellingShingle |
Se você gostou, curta ou comente. Brand awareness e engajamento na #psicologia no Instagram SANTOS, Thiago Filipe Linhares mídias sociais; brand awareness; engajamento; instagram; social media; brand awareness; engagement; instagram. Psicologia |
title_short |
Se você gostou, curta ou comente. Brand awareness e engajamento na #psicologia no Instagram |
title_full |
Se você gostou, curta ou comente. Brand awareness e engajamento na #psicologia no Instagram |
title_fullStr |
Se você gostou, curta ou comente. Brand awareness e engajamento na #psicologia no Instagram |
title_full_unstemmed |
Se você gostou, curta ou comente. Brand awareness e engajamento na #psicologia no Instagram |
title_sort |
Se você gostou, curta ou comente. Brand awareness e engajamento na #psicologia no Instagram |
author |
SANTOS, Thiago Filipe Linhares |
author_facet |
SANTOS, Thiago Filipe Linhares |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
TEIXEIRA, Tadeu Gomes |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/1407576230140190 |
dc.contributor.referee1.fl_str_mv |
TEIXEIRA, Tadeu Gomes |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/1407576230140190 |
dc.contributor.referee2.fl_str_mv |
BARRADAS FILHO, Alex Oliveira |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/4766794669249883 |
dc.contributor.referee3.fl_str_mv |
ARAÚJO, Adriana de Lima Reis |
dc.contributor.referee3Lattes.fl_str_mv |
http://lattes.cnpq.br/7354243303158529 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/6200510382206575 |
dc.contributor.author.fl_str_mv |
SANTOS, Thiago Filipe Linhares |
contributor_str_mv |
TEIXEIRA, Tadeu Gomes TEIXEIRA, Tadeu Gomes BARRADAS FILHO, Alex Oliveira ARAÚJO, Adriana de Lima Reis |
dc.subject.por.fl_str_mv |
mídias sociais; brand awareness; engajamento; instagram; |
topic |
mídias sociais; brand awareness; engajamento; instagram; social media; brand awareness; engagement; instagram. Psicologia |
dc.subject.eng.fl_str_mv |
social media; brand awareness; engagement; instagram. |
dc.subject.cnpq.fl_str_mv |
Psicologia |
description |
In network societies, social media have redesigned relationships to a dynamic and borderless character. Hence, participation in social media has become a fundamental element for brands, whether personal or not. Through an adequate positioning, it is possible to generate rapprochement with potential clients, which includes the provision of services by psychologists. Thus, the understanding of how image built by a brand is perceived and interpreted by Instagram users can be assessed through engagement measurement efforts. In this regard, the present dissertation sought to answer the following research questions: how do internet users engage in psychology publications on Instagram? What are the main topics covered in these publications? Are there psychology professionals making use of #psicologia, since this is the key reference to this area in that social platform? How do these professionals position themselves? Data were obtained through web scrapping (data extraction) done through computational tools and collected from the scope delimited by the hashtag #psicologia. Textual data, likes, comments, and co-occurrence networks of users and hashtags were obtained. For the analysis of the results, Pierre Bourdieu’s Field Theory was used to understand Instagram as a social field, in addition to the concepts of brand awareness and personal brand to analyse data clusters and themes addressed in social media. The ethical implications that govern the professional promotion of psychologists, according to the norms and rules established by the Federal Council of Psychology were used to compare user’s positioning on this field. It was found that the use of #psicologia is triggered by users outside the hegemonic field of psychology, with postings achieving highest metrics associated with non-hegemonic elements (generalist groups and groups focused on well-being themes). In addition, the results pointed out that the presence of psychologists positioning themselves on this network using the researched hashtag is reduced, which allows its use by subjects initially external to the professional field. |
publishDate |
2022 |
dc.date.issued.fl_str_mv |
2022-03-24 |
dc.date.accessioned.fl_str_mv |
2023-05-29T15:10:35Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
SANTOS, Thiago Filipe Linhares. Se você gostou, curta ou comente. Brand awareness e engajamento na #psicologia no Instagram. 2022. 102 f. Dissertação (Programa de Pós-Graduação em Psicologia/CCH) - Universidade Federal do Maranhão, São Luís, 2022. |
dc.identifier.uri.fl_str_mv |
https://tedebc.ufma.br/jspui/handle/tede/tede/4728 |
identifier_str_mv |
SANTOS, Thiago Filipe Linhares. Se você gostou, curta ou comente. Brand awareness e engajamento na #psicologia no Instagram. 2022. 102 f. Dissertação (Programa de Pós-Graduação em Psicologia/CCH) - Universidade Federal do Maranhão, São Luís, 2022. |
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Brasil |
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Universidade Federal do Maranhão |
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