Uma proposta para caracterizar as estratégias persuasivas em reviews gastronômicos realizados por influenciadores digitais no Instagram

This paper presents a proposal to characterize the persuasive strategies employed in food reviews made by digital influencers on Instagram. Using an ethnographic approach, enriched by theoretical discussions on the subject, five profiles of Brazilian digital influencers were analyzed: @sofiasporai, @reviewsporsp, @rolezandoembrasilia, @indo.comer and @belemdiicas. The persuasive strategies employed are a form of publicization based on experiential advertising. When construing the message, the reviews present two mobilizing logics—emotional and rational. Through testimonials and emotional appeals, these present five persuasive characteristics: persuasive expressions, gastronomic attributes, sensory stimuli, colloquiality and authenticity.