Engajamento de marca a partir de vlogs patrocinados: um estudo netnográfico no YouTube
Autor(a) principal: | |
---|---|
Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da ESPM |
Texto Completo: | http://tede2.espm.br/handle/tede/641 |
Resumo: | It is observed that a large part of Brazilian companies and freelancers (75.5%) consider the engagement metric as fundamental in their analysis of social networks. The great challenge in this context is to keep the public engaged in the networks (69.4%). This challenge can be addressed through the relevance that digital influencers have on members of online communities as well as the way they interact with those members. YouTube data demonstrates the importance of analyzing this online community: it contains more than two billion users worldwide, is located in more than 100 countries, can be accessed in 80 different languages and has over a billion hours of video views daily. Thus, the objective of this study is to understand the process of brand engagement in online communities from sponsored vlogs. A qualitative research was carried out, with an exploratory character with an observational netnographic method, to analyze ten vlogs of the Bruno Formiga community, sponsored by the SofaScore company. In order to ensure the validity of the postings of the selected community as a research object, selection criteria were considered to reinforce their relevance to the study. The choice of the method aimed to analyze questions related to the interaction of the vlogger with the community to promote engagement through influencer generated content (IGC). It is necessary to analyze how companies can enhance engagement by choosing influencers that suit their paid sponsorship campaign strategies considering aspects such as differences between platforms, campaign intent, influencer expertise, hedonic value, interaction and campaign incentives. Because of this, content analysis was used as a data treatment technique to capture the relationships between the content generated by the community and the brand engagement generated by the members (channel comments on YouTube). The results reveal that from the vlogger's expertise, individual factors are generated, which are the comment profiles that trigger the dimensions and sub-dimensions of brand engagement. The results also show that influencers should consider historical period in the narratives of communities that have posts with hedonic value. The work contributes to the area of brand engagement by offering a theoretical model that links branded sponsored content and the types of member interactions with brand engagement, which is applicable to organizations in choosing communities for sponsored campaigns and to influencers in designing these campaigns. The validity of this research is determined by the need to analyze brand engagement in different online communities and by analyzing the dissemination of sponsored content by influencers and its impact as a route to brand engagement. |
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Cordeiro, Rafaela AlmeidaAlmeida, Luciana Florêncio deRosenthal, Benjamin342.169.208-45http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8078993D5&tokenCaptchar=03AIIukzguMzU_SVE_nXprkgVWshU-XhyYqi3yNoW2-nfszuO3lkJ4aBuggrVzg0w3p_tVMyhxoqyyveEzsMQL8i59l5dw-rtW_YFyc4P2ydaeBrJ_ABkU4GaZcF71E3qK_TzZIw-k_hq7H-Kfan9uNY5bOvRKeAMmvUPrweyy3yv7GBnzHIdBwCEDj3PLVYyt2Mr6YMcrvG1LPP5Hy06fI6jXH7hYoTo1QxDw9dhK6nQxJJGZTZaWhaYrr7ZkZXigS1NQvs4skIipc0L2xFbqydn7yT5LD9lzIhBHfTgE9UDeuW6L8GNLzgiiw-AdvBcqCBQ7ZZkTpPnIuhfEVESh9wb7kNnzhNKvL4SPNgqDonNPMx7xKBDbObjtXFJhO4VI3hFLqG4tem1YCrjFV7c6lDC8hnPawPwigkwcqsAHu-7Hf167LF-j6SgqDb-4aN3KIvo6SJXsARvNVbnzRgb8pbzMzkkQjhkAlZjKhvqVnAzrNlW_P9Z552VH8BYvhH57SRaKmhtNNp14qWX8Ir31WCff8jfKr_iGXQCastro, Leonardo Colares2022-09-21T15:39:32Z2022-02-23Castro, Leonardo Colares. Engajamento de marca a partir de vlogs patrocinados: um estudo netnográfico no YouTube. 2022. [109 f.]. Dissertação (Programa de Mestrado em Administração em Gestão Internacional) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/641It is observed that a large part of Brazilian companies and freelancers (75.5%) consider the engagement metric as fundamental in their analysis of social networks. The great challenge in this context is to keep the public engaged in the networks (69.4%). This challenge can be addressed through the relevance that digital influencers have on members of online communities as well as the way they interact with those members. YouTube data demonstrates the importance of analyzing this online community: it contains more than two billion users worldwide, is located in more than 100 countries, can be accessed in 80 different languages and has over a billion hours of video views daily. Thus, the objective of this study is to understand the process of brand engagement in online communities from sponsored vlogs. A qualitative research was carried out, with an exploratory character with an observational netnographic method, to analyze ten vlogs of the Bruno Formiga community, sponsored by the SofaScore company. In order to ensure the validity of the postings of the selected community as a research object, selection criteria were considered to reinforce their relevance to the study. The choice of the method aimed to analyze questions related to the interaction of the vlogger with the community to promote engagement through influencer generated content (IGC). It is necessary to analyze how companies can enhance engagement by choosing influencers that suit their paid sponsorship campaign strategies considering aspects such as differences between platforms, campaign intent, influencer expertise, hedonic value, interaction and campaign incentives. Because of this, content analysis was used as a data treatment technique to capture the relationships between the content generated by the community and the brand engagement generated by the members (channel comments on YouTube). The results reveal that from the vlogger's expertise, individual factors are generated, which are the comment profiles that trigger the dimensions and sub-dimensions of brand engagement. The results also show that influencers should consider historical period in the narratives of communities that have posts with hedonic value. The work contributes to the area of brand engagement by offering a theoretical model that links branded sponsored content and the types of member interactions with brand engagement, which is applicable to organizations in choosing communities for sponsored campaigns and to influencers in designing these campaigns. The validity of this research is determined by the need to analyze brand engagement in different online communities and by analyzing the dissemination of sponsored content by influencers and its impact as a route to brand engagement.Grande parte das empresas e freelancers brasileiros considera a métrica de engajamento como fundamental em análises de redes sociais. O desafio nesse contexto é manter o público engajado nas redes. Desafio esse, que pode ser trabalhado por meio da relevância e da confiança de influenciadores de mídias digitais, bem como pela maneira com que interagem com os membros das comunidades online. Dados do YouTube demonstram a importância de se analisar esta comunidade online: conta com mais de dois bilhões de usuários, está localizada em mais de 100 países, pode ser acessada em 80 idiomas diferentes e possui mais de um bilhão de horas visualizadas em vídeos diariamente. Dessa forma, o objetivo deste estudo é entender o processo de engajamento de marca em comunidades online a partir de vlogs patrocinados. Foi realizada uma pesquisa qualitativa, de caráter exploratório com método netnográfico observacional para analisar dez vlogs da comunidade Bruno Formiga no YouTube, patrocinados pela empresa SofaScore. Visando assegurar a validade das postagens da comunidade selecionada como objeto de pesquisa, foram considerados critérios de seleção que reforçassem sua relevância para o estudo. A escolha do método visou analisar questões relativas à interação do vlogger com sua comunidade para promover o engajamento através do conteúdo gerado pelo influenciador (IGC). Se faz necessário analisar de que maneira, empresas podem potencializar o engajamento escolhendo influenciadores que se adéquem em suas estratégias de campanhas patrocinadas considerando aspectos como diferenças entre plataformas, intenção das campanhas, expertise do influenciador, valor hedônico, interação e incentivos de campanha. Por conta disso, foi utilizada a análise de conteúdo como técnica de tratamento de dados para capturar as relações entre o conteúdo gerado pela comunidade e o engajamento de marca gerado pelos membros (comentários do canal no YouTube). Os resultados revelam que a partir da expertise do vlogger, são gerados os fatores individuais, que são os perfis de comentários que desencadeiam as dimensões e subdimensões de engajamento de marca. Os resultados também mostram que influenciadores devem considerar período histórico nas narrativas de comunidades com postagens com valor hedônico. O trabalho contribui para a área de engajamento de marca ao oferecer uma modelo teórico que liga o conteúdo patrocinado de marca e os tipos de interações de membros com o engajamento de marca, que é aplicável a empresas na escolha de comunidades para campanhas patrocinadas e a influenciadores na elaboração destas campanhas. A validade desta pesquisa é determinada pela necessidade de se analisar o engajamento de marca em diferentes comunidades online e por analisar a divulgação de conteúdo patrocinado por influenciadores e seu impacto como uma rota para o engajamento da marca.Submitted by Débora Silva (deborasilva@espm.br) on 2022-09-20T14:17:46Z No. of bitstreams: 1 Leonardo_Colares_Castro.pdf: 14103840 bytes, checksum: 178b43de383257bd69eba40a7b1ea56e (MD5)Approved for entry into archive by Débora Silva (deborasilva@espm.br) on 2022-09-21T15:36:46Z (GMT) No. of bitstreams: 1 Leonardo_Colares_Castro.pdf: 14103840 bytes, checksum: 178b43de383257bd69eba40a7b1ea56e (MD5)Approved for entry into archive by Débora Silva (deborasilva@espm.br) on 2022-09-21T15:38:13Z (GMT) No. of bitstreams: 1 Leonardo_Colares_Castro.pdf: 14103840 bytes, checksum: 178b43de383257bd69eba40a7b1ea56e (MD5)Made available in DSpace on 2022-09-21T15:39:32Z (GMT). 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dc.title.por.fl_str_mv |
Engajamento de marca a partir de vlogs patrocinados: um estudo netnográfico no YouTube |
dc.title.alternative.eng.fl_str_mv |
Brand engagement from sponsored vlogs: a netnographic study on YouTube |
title |
Engajamento de marca a partir de vlogs patrocinados: um estudo netnográfico no YouTube |
spellingShingle |
Engajamento de marca a partir de vlogs patrocinados: um estudo netnográfico no YouTube Castro, Leonardo Colares engajamento de marca; vloggers;.comunidades online; youtube; netnografia brand engagement; vloggers; online communities; youtube; netnography CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Engajamento de marca a partir de vlogs patrocinados: um estudo netnográfico no YouTube |
title_full |
Engajamento de marca a partir de vlogs patrocinados: um estudo netnográfico no YouTube |
title_fullStr |
Engajamento de marca a partir de vlogs patrocinados: um estudo netnográfico no YouTube |
title_full_unstemmed |
Engajamento de marca a partir de vlogs patrocinados: um estudo netnográfico no YouTube |
title_sort |
Engajamento de marca a partir de vlogs patrocinados: um estudo netnográfico no YouTube |
author |
Castro, Leonardo Colares |
author_facet |
Castro, Leonardo Colares |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Cordeiro, Rafaela Almeida |
dc.contributor.referee1.fl_str_mv |
Almeida, Luciana Florêncio de |
dc.contributor.referee2.fl_str_mv |
Rosenthal, Benjamin |
dc.contributor.authorID.fl_str_mv |
342.169.208-45 |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8078993D5&tokenCaptchar=03AIIukzguMzU_SVE_nXprkgVWshU-XhyYqi3yNoW2-nfszuO3lkJ4aBuggrVzg0w3p_tVMyhxoqyyveEzsMQL8i59l5dw-rtW_YFyc4P2ydaeBrJ_ABkU4GaZcF71E3qK_TzZIw-k_hq7H-Kfan9uNY5bOvRKeAMmvUPrweyy3yv7GBnzHIdBwCEDj3PLVYyt2Mr6YMcrvG1LPP5Hy06fI6jXH7hYoTo1QxDw9dhK6nQxJJGZTZaWhaYrr7ZkZXigS1NQvs4skIipc0L2xFbqydn7yT5LD9lzIhBHfTgE9UDeuW6L8GNLzgiiw-AdvBcqCBQ7ZZkTpPnIuhfEVESh9wb7kNnzhNKvL4SPNgqDonNPMx7xKBDbObjtXFJhO4VI3hFLqG4tem1YCrjFV7c6lDC8hnPawPwigkwcqsAHu-7Hf167LF-j6SgqDb-4aN3KIvo6SJXsARvNVbnzRgb8pbzMzkkQjhkAlZjKhvqVnAzrNlW_P9Z552VH8BYvhH57SRaKmhtNNp14qWX8Ir31WCff8jfKr_iGXQ |
dc.contributor.author.fl_str_mv |
Castro, Leonardo Colares |
contributor_str_mv |
Cordeiro, Rafaela Almeida Almeida, Luciana Florêncio de Rosenthal, Benjamin |
dc.subject.por.fl_str_mv |
engajamento de marca; vloggers;.comunidades online; youtube; netnografia |
topic |
engajamento de marca; vloggers;.comunidades online; youtube; netnografia brand engagement; vloggers; online communities; youtube; netnography CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
brand engagement; vloggers; online communities; youtube; netnography |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
It is observed that a large part of Brazilian companies and freelancers (75.5%) consider the engagement metric as fundamental in their analysis of social networks. The great challenge in this context is to keep the public engaged in the networks (69.4%). This challenge can be addressed through the relevance that digital influencers have on members of online communities as well as the way they interact with those members. YouTube data demonstrates the importance of analyzing this online community: it contains more than two billion users worldwide, is located in more than 100 countries, can be accessed in 80 different languages and has over a billion hours of video views daily. Thus, the objective of this study is to understand the process of brand engagement in online communities from sponsored vlogs. A qualitative research was carried out, with an exploratory character with an observational netnographic method, to analyze ten vlogs of the Bruno Formiga community, sponsored by the SofaScore company. In order to ensure the validity of the postings of the selected community as a research object, selection criteria were considered to reinforce their relevance to the study. The choice of the method aimed to analyze questions related to the interaction of the vlogger with the community to promote engagement through influencer generated content (IGC). It is necessary to analyze how companies can enhance engagement by choosing influencers that suit their paid sponsorship campaign strategies considering aspects such as differences between platforms, campaign intent, influencer expertise, hedonic value, interaction and campaign incentives. Because of this, content analysis was used as a data treatment technique to capture the relationships between the content generated by the community and the brand engagement generated by the members (channel comments on YouTube). The results reveal that from the vlogger's expertise, individual factors are generated, which are the comment profiles that trigger the dimensions and sub-dimensions of brand engagement. The results also show that influencers should consider historical period in the narratives of communities that have posts with hedonic value. The work contributes to the area of brand engagement by offering a theoretical model that links branded sponsored content and the types of member interactions with brand engagement, which is applicable to organizations in choosing communities for sponsored campaigns and to influencers in designing these campaigns. The validity of this research is determined by the need to analyze brand engagement in different online communities and by analyzing the dissemination of sponsored content by influencers and its impact as a route to brand engagement. |
publishDate |
2022 |
dc.date.accessioned.fl_str_mv |
2022-09-21T15:39:32Z |
dc.date.issued.fl_str_mv |
2022-02-23 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Castro, Leonardo Colares. Engajamento de marca a partir de vlogs patrocinados: um estudo netnográfico no YouTube. 2022. [109 f.]. Dissertação (Programa de Mestrado em Administração em Gestão Internacional) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/641 |
identifier_str_mv |
Castro, Leonardo Colares. Engajamento de marca a partir de vlogs patrocinados: um estudo netnográfico no YouTube. 2022. [109 f.]. Dissertação (Programa de Mestrado em Administração em Gestão Internacional) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
url |
http://tede2.espm.br/handle/tede/641 |
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por |
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por |
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dc.relation.confidence.fl_str_mv |
500 500 600 |
dc.relation.department.fl_str_mv |
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dc.relation.cnpq.fl_str_mv |
8024035432632778221 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
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application/pdf |
dc.publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing |
dc.publisher.program.fl_str_mv |
Programa de Mestrado em Administração em Gestão Internacional |
dc.publisher.initials.fl_str_mv |
ESPM |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
ESPM::Pós-Graduação Stricto Sensu |
publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing |
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ESPM |
institution |
ESPM |
reponame_str |
Biblioteca Digital de Teses e Dissertações da ESPM |
collection |
Biblioteca Digital de Teses e Dissertações da ESPM |
bitstream.url.fl_str_mv |
http://tede2.espm.br:8080/tede/bitstream/tede/641/4/Leonardo_Colares_Castro.pdf.jpg http://tede2.espm.br:8080/tede/bitstream/tede/641/3/Leonardo_Colares_Castro.pdf.txt http://tede2.espm.br:8080/tede/bitstream/tede/641/2/Leonardo_Colares_Castro.pdf http://tede2.espm.br:8080/tede/bitstream/tede/641/1/license.txt |
bitstream.checksum.fl_str_mv |
307aeb48993c78e868ac6f619024cf6a 06f3559b051c48e993e0a501ccac4faf 178b43de383257bd69eba40a7b1ea56e 652c58b294e08ded719d10bdbc42f8ce |
bitstream.checksumAlgorithm.fl_str_mv |
MD5 MD5 MD5 MD5 |
repository.name.fl_str_mv |
Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM) |
repository.mail.fl_str_mv |
acervodigital@espm.br||hribeiro@espm.br |
_version_ |
1809112866516631552 |