COMUNICAÇÃO DE MERCADO E AS MANIFESTAÇÕES PERCEPTIVAS DAS MARCAS NAS REDES SOCIAIS VIRTUAIS

• Autor(a) principal: Marquesi, Alexandre Cavalcanti
• Data de Publicação: 2015
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da METODISTA
• Texto Completo: http://tede.metodista.br/jspui/handle/tede/719
• topic: cibercultura; comunicação com o mercado; redes sociais virtuais; imagem de marca no ciberespaço; formadores de opinião.; cyber culture; communication with the market; Virtual social networks; brand; image in cyberspace; opinion leaders; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

This study aims to prove the existence of the interference of opinion leaders in brand communication with consumers (opinion leaders, here in this study, we understand as a person who generate influence on groups of people that discuss a particular subject). We mapped the impact of the interference mentioned above and found out five major significant events of reflections on the brand. The theoretical framework consists of contemporary authors, and is based on the study of the perspective of marketing communication, cyber culture, micro-power, machine dependency and psych technology. The form of the study evidence consisted of methodologies comprising historiographical study, case study and focus groups. (comes before the methodology). We achieved the initials objectives and proved the existence of the interference of the opinion leader in brand communication with consumers.