ENTRE A TRADIÇÃO E A INTERAÇÃO
UMA ANÁLISE DA COMUNICAÇÃO DE MARCA NO INSTAGRAM DE UMA EMPRESA VAREJISTA DA PARAÍBA
DOI:
https://doi.org/10.70678/rpad.v6i1.2353Keywords:
Marketing em Mídias Sociais, Identidade de Marca, Teoria do Consumo, Cultura regional, InstagramAbstract
Social media has expanded brand communication possibilities, making regional cultural references a strategic resource for building and differentiating corporate identity in the digital environment. This study aims to analyze how Northeastern cultural repertoires are articulated with communication strategies on Instagram and their role in the construction and differentiation of a major retail company's brand identity in Paraíba, Brazil, targeting predominantly lower-income audiences (classes C, D, and E). Grounded in the concepts of Social Media Marketing, Brand Identity, and Consumer Culture Theory (CCT), the research adopts an exploratory and descriptive approach through a case study and non-participant observation. The analytical corpus (N = 292) consists of posts across Stories (N = 180), Feed (N = 48), and Reels (N = 64) formats, examined through Content Analysis combined with absolute (f) and relative (%) frequency measurement. The categories encompass visual, sonic, and linguistic cultural elements, as well as interaction strategies. Results reveal a consistent presence of regional markers such as references to the hinterland (sertão), the cowboy figure (vaqueiro), forró rhythms, and local expressions whose distribution varies according to each format's dynamics: a focus on daily interactivity in Stories, visual identity consolidation in the Feed, and dynamic audiovisual storytelling in Reels. The study concludes that the appropriation of Northeastern culture operates as a continuous cultural branding strategy, transforming regional symbols into assets for competitive differentiation and identity connection in digital retail.
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