IMAGE BUILDING AND CUSTOMER RELATIONSHIP: AN ANALYSIS OF ADVERTISING DISCOURSE OF ORGANIC PRODUCT COMPANIES IN BRAZIL
DOI:
https://doi.org/10.56238/revgeov17n4-006Keywords:
Organic Agriculture, Advertising Discourse, Instagram, Customer Relationship, SustainabilityAbstract
Organic agriculture has established itself as a sustainable alternative to conventional production, aligned with the principles of the Slow Food movement and the growing demand for healthy and environmentally responsible food. In this context, social media, especially Instagram, play a strategic role in communication between companies and consumers. This study aims to analyze the advertising discourse of Brazilian organic product companies on Instagram, focusing on strategies for image building and audience engagement. The research, qualitative and exploratory in nature, is theoretically grounded in the concepts of organic agriculture, the Slow Food movement, digital marketing, and advertising discourse analysis. The analytical method proposed by Pinto (2002) was employed, considering the functions of showing, interaction, and seduction, applied to posts from the brands Korin, Mãe Terra, Vapza, and Coopernatural. The results indicate that companies integrate these functions to associate their products with values such as sustainability, health, tradition, and well-being, thereby strengthening symbolic bonds with consumers. It is concluded that Instagram proves to be a relevant platform for promoting sustainable food systems, enabling the construction of authentic relationships and the dissemination of conscious consumption practices.
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