Análise dos valores de capital social de Philip Blue nas redes sociais e o endosso de celebridades como estratégia de comunicação do ilusionista

Abstract

This paper intents to identify on social networks used by the illusionist Philip Blue the values o social capital: visibility, reputation, popularity and authority (RECUERO, 2010) (GABRIEL, 2010) and the use of the celebrity endorsement (SHIMP, 2009) as the main strategy of communication on the internet. To reach the work’s goal, it was used a proper bibliographic research about the subject, like: magic, internet, social networks, marketing, digital marketing, personal marketing, brand’s contruction and celebrity endorsement. Then it was used a documentary analysis integrated to a practical case based on clippings from the six most used social networks of Philip Blue: Facebook, Youtube, Instagram, Twitter, Snapchat and Periscope. These Clippings were very important to the individual analysis of each value of social capital of the artist and to the comprehension of the initial hypothesis what suggests that posts referred to celebrities on his social networks is the main strategy of internet communication was answered or refuted.