A gestão da marca humana e da autenticidade do(a) criador(a) de conteúdo negro(a)

• Ano de defesa: 2023
• Autor(a) principal: Cerqueira, Wagner Oliveira de
• Orientador(a): Strehlau, Suzane
• Banca de defesa: Almeida, Luciana Florêncio de, Casoti, Letícia Moreira
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Administração em Gestão Internacional
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: criador de conteúdo; marca humana; autenticidade; marca; racismo; mídias sociais
• Palavras-chave em Inglês: content creator; human brand; authenticity; brand; racism; social media
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/662

Social media have a great influence on people's lives and have been a way for brands to get closer to their customers in the international market. In Brazil, there are several profiles of opinion leaders on social medias, content creators are some who can help companies in this work of getting closer to customers. Among them, the black content creator (BCC). This creator is closed and access to this target, historically, this audience is not considered within the brands' strategies. Faced with constant social changes, brands increasingly perceive the need to communicate with black customers. This relationship, in a way, is still new for both BCC and brands. Consequently, this initiative has caused mistakes in the interaction between brands-black customers and between brands-BCC. In order to understand this second interaction, from the perspective of the Brazilian BCC, this study aims to understand if and how the BCC manages its human brand strategies and authenticity in its relationships with brands, within a context of racism. To achieve this objective, a qualitative, exploratory research was carried out with 11 BCC interviewees. The main results show that brands still do not work with BCC equally as with other creators and do not consider racial contexts with and in their teams. On the other hand, the BCC have not yet structured themselves professionally, when considering the creation and management of a human brand and still have some conflicts between passion strategies and values to work with brands. The empirical contributions seek to guide them with better relationship strategies for the both sides, brand and BCC, and the theoretical contribution seeks to extend the concepts, brand human and authenticity, considering the racial and racism contexts.