EPHEMERAL IMAGES IN THE UNIVERSE OF BRANDS: PATTERNS, TRENDS AND SHARING BASED ON THE USE OF AUTHORAL FASHION BRANDS
Ephemeral sharing; Cyber advertising; Social practices; Fashion; Consumption.
This research aims to investigate how authorial fashion brands, small and medium-sized, are carrying out their media practices through the ephemeral sharing of their contents in the context of digital social networks. For this, Stories on Instagram is considered as a universe and object of analysis. The methodology is mainly developed through Grounded Theory, but parallel supportive quantitative approaches were also used in order to visualize the research object in different perspectives. Thus, two data surveys were carried out in five profiles of different brands, in different periods of the year. The first data survey was established between June 19, 2019 and August 18th, 2019 and the second in November 30th, 2019 to January 30th, 2020, summing up to four months and 3,766 ephemeral shares to be analyzed and studied.