Data for "Instagram in the Modest Fashion Market: Analysis by Perspective of Sociotechnical Structure" published by RAC - Revista de Administração Contemporânea

In this research, we aim to understand the sociotechnical role of Instagram in the modest fashion market in Brazil, proposing a theoretical-empirical model for the analysis of this social media as a market-thinking infrastructure. Therefore, we used two techniques for data collection: (a) semi-structured and in-depth interviews with 27 agents of the modest fashion market and (b) non-participant observation on Instagram. The data collected were analyzed by thematic content analysis. The results demonstrate that Instagram offers an infrastructure that mediates and standardizes interactions between market actors, allowing the construction of the modest fashion market, once seen as stigmatized. Instagram's infrastructure establishes rules that will dictate the success (or exercised power) of users (market actors) in the network and, consequently, in the market.