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Brand love e engajamento no contexto das redes sociais: um estudo da marca Netflix
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| 2.3 MB | Adobe PDF |
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Abstract(s)
Diante da crescente concorrência de marcas e dificuldade do consumidor em diferenciar os atributos destas, acrescido ao fato da crescente popularidade da comunicação através das redes sociais, vê-se a necessidade da conquista do consumidor de uma maneira mais intensa e emocional. As empresas enfrentam o desafio de engajar os consumidores nos discursos, comportamentos e atividades da marca, na tentativa de criar uma relação de longo prazo.
O consumidor passa a confiar muito mais na opinião da sua rede de relacionamentos, seja ela de pessoas conhecidas ou apenas de clientes que experimentaram o produto. Dessa forma, creditam à opinião destes fator decisivo para suas compras. Nesse contexto, as marcas têm o desafio de transpor esta barreira, concebendo uma relação de estima entre marca e consumidor, fazendo deste um porta-voz da empresa.
Neste trabalho foram abordados o brand love e o engajamento no contexto das redes sociais. Para o estudo do tema, foi realizada a análise de conteúdo da fan page Netflix Brasil, onde buscou-se relacionar os elementos conceituais do brand love com o comportamento dos fãs na rede social.
In face of the growing competition of brands and the difficulty of consumers in differentiating their attributes, in addition to the increasing popularity of communication through social networks, it is necessary to conquer the consumer in a more intense and emotional way. Companies face the challenge of engaging consumers in brand speeches, behaviors and activities in an attempt to create a long-term relationship. The consumer relies much more on the opinion of their network, whether it is from people they know or only from customers who have tried the product, so they credit the opinion of these people as a decisive factor for their purchases. In this context, brands have the challenge of transposing this barrier, conceiving a relationship of esteem between brand and consumer, making them a company spokesman. In this dissertation, Brand Love will be approached in the context of social networks. For the study of the theme, a content analysis of the Netflix Brasil fan page was performed, where it was tried to relate the conceptual elements of brand love with the behavior of the fans in the social network.
In face of the growing competition of brands and the difficulty of consumers in differentiating their attributes, in addition to the increasing popularity of communication through social networks, it is necessary to conquer the consumer in a more intense and emotional way. Companies face the challenge of engaging consumers in brand speeches, behaviors and activities in an attempt to create a long-term relationship. The consumer relies much more on the opinion of their network, whether it is from people they know or only from customers who have tried the product, so they credit the opinion of these people as a decisive factor for their purchases. In this context, brands have the challenge of transposing this barrier, conceiving a relationship of esteem between brand and consumer, making them a company spokesman. In this dissertation, Brand Love will be approached in the context of social networks. For the study of the theme, a content analysis of the Netflix Brasil fan page was performed, where it was tried to relate the conceptual elements of brand love with the behavior of the fans in the social network.
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Keywords
Branding Brand love Engajamento Branding nas redes sociais Netflix Branding Brand love Engagement Branding in social networks Netflix