Relações de consumo com as tecnologias digitais de informação e comunicação: o caso da Nat Natura no Twitter

Abstract

Due to the increasing use and personification of virtual assistants by companies in search of better serving their customers and thus achieving new arrangements in the customer-company relationship, the need arose to better understand how this growing phenomenon occurs and what effects it produces in our current consumer society. Therefore, this work aimed to (i) relate the Culture of Convergence to the emergence of new consumer relationships; (ii) identify how Natura and the Nat Natura persona are perceived by consumers and what effects it generates in new consumer relationships; (iii) analyze the profile of Nat Natura on the digital social network Twitter; (iv) as well as identify and analyze the elements that characterize the brand representation for new consumers, through the analysis of data from a questionnaire applied to the public. To obtain the results, the levels of knowledge and involvement of consumers related to the brand persona were observed. For this purpose, a qualitative research was carried out through a literature review and the profile of Nat Natura on the digital social network Twitter was analyzed. In this way, 6 publications from their profile on Twitter were selected and analyzed, which obtained the greatest engagement and reach between September 2022 and August 2024. The results show that it is in the informality of the language, in the use of similarities in tastes, identity and values with its audience that the Nat Natura persona seeks to represent and create more personal connections with its new consumers.