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El artículo analiza el papel y desempeño de los influencers digitales, celebridades y artistas con sus públicos objetivo a través de narrativas volátiles llamadas lives durante la crisis del coronavirus en 2020. Con una metodología de investigación bibliográfica de teóricos en el campo de la comunicación organizacional y digital, buscamos comprender cómo la comunicación toma la iniciativa para garantizar la supervivencia y el mantenimiento de las relaciones entre dichos actores digitales y sus audiencias en los entornos de red. This article contemplates the discussion of the role and performance of digital influencers, celebrities and artists with their publics by volatile narratives called lives during the coronavirus crisis in 2020. With a methodology of bibliographical research of theorists in the field of organizational and digital communication, we seek to understand how communication takes the lead to ensure the survival and maintenance of relationships between these digital actors and their audiences in the network’s environment. Este artigo discute o papel e a atuação de influenciadores digitais, celebridades e artistas com seus públicos de interesse por meio de narrativas voláteis denominadas lives durante a crise do coronavírus, em 2020. Com uma metodologia de pesquisa bibliográfica de teóricos do campo da comunicação organizacional e digital, buscamos compreender de que modo a comunicação assume o protagonismo para garantir a sobrevivência e a manutenção de relacionamentos entre esses atores digitais e suas audiências nas ambiências da rede.

Many marketing communications, from verbal conversations to messaging and content sharing via apps such as Snapchat, limit the number of times people can view content. How do such restrictions affect consumers’ information processing? Building on the proposition that people strategically allocate cognitive resources, the authors hypothesize that consumers of content that cannot be viewed repeatedly consider the risk of failing to process it sufficiently and, consequently, allocate more cognitive resources to its processing (e.g., by increasing viewing time). The authors test this hypothesis in ten preregistered online studies (total N = 17,620), an exploratory analysis of eye-tracking data, and a field study on Facebook's advertising platform. Across the studies, they find that making content ephemeral elevates consumers’ perceived risk of missing information; consequently, it increases attention allocation, prolongs voluntary viewing time, and magnifies focus on relevant information. These effects have important downstream consequences, including improved content comprehension and recall, enhanced positive attitudes, and increased efficiency of sponsored content placement on social media. Taken together, the findings indicate that marketers can communicate information more effectively by restricting consumers from viewing it again.

O desenvolvimento das Tecnologias de Comunicação e Informação, em particular da internet, transformaram o mundo em que vivemos e a forma como os indivíduos se relacionam entre si. Com o surgimento e a popularização das redes sociais online, a forma como as organizações comunicam com os seus clientes alterou-se. Pertencente a estas novas plataformas de comunicação, o Instagram é uma das redes sociais online mais importantes e uma das preferidas dos utilizadores. Sendo importante estar presente onde os consumidores estão, as marcas aderiram massivamente a esta plataforma para divulgar os seus produtos/serviços. Esta plataforma oferece inúmeros recursos e ferramentas que estão ao dispor da marca e dos utilizadores. Destacam-se os recursos “Feed” e “Instagram Stories” como duas das possibilidades para partilhar conteúdo na plataforma. Deste modo, a presente dissertação tem como principal objetivo compreender de que forma é que as marcas utilizam as redes sociais online como parte integrante das suas estratégias de comunicação, mais especificamente, como é a Sephora Portugal utiliza a plataforma Instagram para disseminar as suas informações. O objetivo central passa por entender o modo como a marca utiliza os dois recursos – feed e stories – para comunicar com a audiência. Para tal, recorreu-se à realização de uma entrevista e à análise do conteúdo recolhido da página de Instagram da Sephora Portugal. Da recolha efetuada, foram obtidos 675 conteúdos que por sua vez resultaram em 6911 segmentos codificados. Com os resultados alcançados, constatou-se que existe uma estratégia bem definida da marca para a plataforma Instagram, bem como para os recursos que esta disponibiliza, existindo diferenças entre estes. Cerca de 80% dos conteúdos foram partilhados através dos Instagram Stories, sendo a maior parte conteúdo estático. O mesmo se sucedeu com os segmentos codificados. Categorias como “Eventos”, “Comunidade da Marca”, “Identidade da Marca”, e “Outras Marcas” foram as mais codificadas. The development of the Communication and Information Technologies, from internet, transformed the world we live in and the way that individuals relate to each other. With the appearance and popularization of the online social media, the way that organizations communicate with their clients changed. Belonging to this new communication platforms, Instagram is one of the most important and favorite online social media for the users. Being important to be present where the consumers are, the brands have adhered massively to this platform to disseminate their products/services. This platform offers countless resources and tools that are available to the brand and users. Resources like "Feed" and "Instagram Stories" stand out as two of the possible ways of sharing content in this platform. This way, the current dissertation has as its main objective understand in which way the brands use their online social media has an integral part of its communication strategies, more specifically, how does the Sephora Portugal use the Instagram platform to spread their information. The central objective stands on understanding the way that the brand uses the two resources - feed and stories – to communicate with its audience. To do so, an interview was held, and a content analysis was made using the Instagram page from Sephora Portugal. A total of 675 resources were retrieved, which in turn added up to 6911 coded segments. With the results achieved, it was concluded that there is a well traced strategy from the brand on the Instagram platform, as well as to the resources it makes available, having differences between each other. About 80% of the contents where shared through Instagram Stories, where the majority was static content. The same can be seen with the coded segments. Categories like "Eventos", "Comunidade da Marca", "Identidade da Marca", e "Outras Marcas" were the most coded.

International audience; We consider the task of scheduling a crawler to retrieve from several sites their ephemeral content. This is content, such as news or posts at social network groups, for which a user typically loses interest after some days or hours. Thus development of a timely crawling policy for ephemeral information sources is very important. We first formulate this problem as an optimal control problem with average reward. The reward can be measured in terms of the number of clicks or relevant search requests. The problem in its exact formulation suffers from the curse of dimensionality and quickly becomes intractable even with moderate number of information sources. Fortunately, this problem admits a Whittle index, a celebrated heuristics which leads to problem decomposition and to a very simple and efficient crawling policy. We derive the Whittle index for a simple deterministic model and provide its theoretical justification. We also outline an extension to a fully stochastic model.