Cyberpublicity and network interactions: “The Surprise” of Itaú

Abstract

Cyberpublicity and the changes in the way consumers, called cyberconsumers, relate at the spaces of social networks on the Internet, specifically on Facebook. We seek to understand what types of social network interactions and cultural and media consumption practices are triggered when cyberconsumers interact with (and from) Itaú’s cyberpublicity “The Surprise” on the brand's Facebook page. We have adopted the observation method and the content analysis technique to investigate how those consumers interact and to help us perceive these cyberconsumers as social actors. We have identified different types of interactions: those that deal with cyberpublicity; those that establish relationship with the advertiser; those that are characterized by interagent tagging; and symbolic reactive interactions.