Interação marca/público: uma análise da estratégia de digital branding da Fruki Guaraná no Facebook
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Data
2017-01
Autores
Orientador
Kreutz, Elizete De Azevedo
Banca
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Resumo
Diante da consolidação da era digital, as marcas têm percebido a necessidade de estarem presentes nas redes sociais digitais a fim de interagirem com seus públicos. Entretanto, muitas marcas ainda não sabem como utilizá-las de forma estratégica para agregar valor e fortalecer a imagem das mesmas. O presente artigo busca analisar a eficácia da estratégia de digital branding utilizada pela Fruki Guaraná no Facebook, na campanha de Verão 2015/2016. A pesquisa justifica-se pelo fato de que o uso das redes sociais digitais vem crescendo de forma acelerada no âmbito social, empresarial e dos negócios, e as marcas precisam se adaptar a esse novo cenário, inovando suas estratégias de comunicação e branding. Optamos pela pesquisa qualitativa-exploratória, aliada aos instrumentos metodológicos das pesquisas bibliográfica, pesquisa documental e estudo de caso, (GIL, 2012), pesquisa de internet (YAMAOKA, 2006), análise de discurso (MANHÃES, 2006), e pesquisa de focusgroup (COSTA, 2006). Como resultados, esperamos que o estudo permita aos gestores refletir sobre suas práticas na área do digital branding, e faça uso da mesma de forma estratégica para beneficiar a marca, bem como possa aprimorar o conhecimento dos profissionais de Comunicação, em especial as Relações Públicas.
Through the age of consolidation of what is known as a digital era, some brands have realized their need of being present on the social digital media, to interact with their own public and audience. However, many of these brands still don’t know how to use these means strategically to add value and strengthen their images. This study aims to analyze Fruki’s strategic efficacy on Facebook, on the summer 2015/2016 campaign. The research is justified by the fact that the usage of social digital media has been growing rapidly in a social and business way, and the need to be updated on this new scenario, innovating the company’s communication strategies and branding is real. The qualitative and exploratory survey was chosen, gathered to the methodological means as a bibliographic study, documental and case study (according to GIL, 2012), internet survey (YAMAOKA, 2006), speech analysis (MANHÃES, 2006) and focus group survey (COSTA, 2006). As results, it’s expected that the study enables managers to think about their own actions in the digital branding area, and make use of its strategy to benefit the brand, as much as improve the communication professional’s knowledge, mainly, on the Public Relationships.
Through the age of consolidation of what is known as a digital era, some brands have realized their need of being present on the social digital media, to interact with their own public and audience. However, many of these brands still don’t know how to use these means strategically to add value and strengthen their images. This study aims to analyze Fruki’s strategic efficacy on Facebook, on the summer 2015/2016 campaign. The research is justified by the fact that the usage of social digital media has been growing rapidly in a social and business way, and the need to be updated on this new scenario, innovating the company’s communication strategies and branding is real. The qualitative and exploratory survey was chosen, gathered to the methodological means as a bibliographic study, documental and case study (according to GIL, 2012), internet survey (YAMAOKA, 2006), speech analysis (MANHÃES, 2006) and focus group survey (COSTA, 2006). As results, it’s expected that the study enables managers to think about their own actions in the digital branding area, and make use of its strategy to benefit the brand, as much as improve the communication professional’s knowledge, mainly, on the Public Relationships.
Descrição
Palavras-chave
Marcas; Digital branding; Imagem-conceito; Facebook; Fruki
Citação
DADALT, Verônica. Interação marca/público: uma análise da estratégia de digital branding da Fruki Guaraná no Facebook. 2016. Artigo (Graduação) – Curso de Comunicação Social com Habilitação em Relações Públicas, Universidade do Vale do Taquari - Univates, Lajeado, 28 jun. 2016. Disponível em: http://hdl.handle.net/10737/1329.