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.

本研究旨在探究Instagram在巴西端庄时尚（modest fashion）市场中的社会技术角色，并提出一套理论-实证模型，以将该社交媒体作为市场思维基础设施开展相关分析。据此，本研究采用两类数据采集方法：其一，对27名端庄时尚市场主体开展半结构化深度访谈；其二，在Instagram平台上进行非参与式观察。所采集的数据采用主题内容分析法开展分析。研究结果显示，Instagram提供了一套能够协调并规范市场参与者间互动的基础设施，助力构建起这一曾被污名化的端庄时尚市场。该平台的基础设施设定了规则，将决定用户（即市场主体）在网络空间乃至整个市场中的成功与否（或所行使的权力）。