Social networks have become a phenomenon of integrating people due to the convergence technologies. These technologies increasingly present in the lives of many users, regardless of the values and social conditions involved, reinforce the social expansion and interaction of these groups involved. In this scenario, the growth of applications that provide access to mobile social networks or social applications, is an example of this phenomenon and is proportional to the advancement of technological convergence, given the multifunctionality of mobile technology devices. Based on this scenario of hyperconnectivity and technology, a netnographic study on mobile social networks was developed, in which the WhatsApp Messenger messaging application is the main object of analysis, given the years of stability and notoriety for the preference of use by Brazilians customers. Thus, some comparisons promoted by users through online discussions were made regarding the diversification of use of the application over the years, to understand which factors influence this influential positioning of the application. Therefore, the objective of this article is to identify, through the categorization of users, the preferences of these groups according to the desired mobile technology and new products inserted in the market, analyzing the ways of using mobile networks and their preferences, whether social, hedonic , utilitarian or technological, describing the national influence using the WhatsApp application.

Revista Latinoamericana de Estudios en Cultura y Sociedad | Latin American Journal of Studies in Culture and SocietyV. 03, ed. especial, dez., 201703, ed. especial, dez., , artigo nº 533 | relacult.claec.org | e-ISSN: 2525 (HINE, 2000) and as an interpretive and investigative method for cultural behavior and of online communities (KOZINETS, 2007), the method itself translates as object of study in this article.

Este estudo disserta sobre o papel da mídia como formadora de opinião e como os aspectos tradicionais e culturais de uma sociedade estão diretamente ligados com o processo de construção da mensagem transmitida pelos meios de comunicação. Também discutimos neste trabalho as funções da publicidade e como elementos regionais presentes em campanhas publicitárias podem ser tanto ferramentas de consolidação da cultura e da tradição de uma sociedade, assim como meios de representações sociais. As campanhas analisadas neste trabalho são direcionadas ao público do Estado do Pará.Palavras-chave: Tradição. Publicidade. Regionalismo. Representações Sociais.

PurposeThe aim of this research is to identify the characteristics that give rise to motivations to use social apps in light of behavioral concepts related to consumers’ desires and emotional values.Design/methodology/approachNetnography is used as the main methodology to analyze and categorize user profiles of online social networks. These profiles are presented through conceptual headlines, which highlight the main characteristics of each user group.FindingsThe results of the study show that many users have become dependent on the WhatsApp application, either for technological reasons or for social reasons related to fashion and status.Research limitations/implicationsFew consumers actually explained the ways they use mobile social networks in the context of the procedures and level of communication performed. However, the influence of social contexts in the consumer environment is changing perceived values focusing on prestige and status to technological elements that the majority of consumers use.Practical implicationsPractical implications are directly related to forming business connections in a less formal and more hedonic environment, improving market results while fostering user enjoyment. In addition, the ongoing updates to WhatsApp have brought new functionalities and improvements to previously weak features.Originality/valueAlthough other applications offer means by which to talk and send messages, WhatsApp continues to be (as of early 2021) the most used platform for conversation in Brazil. The sovereignty of WhatsApp is directly linked to its social value, which is related to the number of consumers who daily interact via the network.