Um jeito de ser banco no Brasil: o espírito público como estratégia de content marketing no Facebook

• Autor(a) principal: Santos, Darlan
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://tede2.pucsp.br/handle/handle/20004
• topic: Banco do Brasil; Facebook; Marketing na internet; Content marketing; Semiotics; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

By means of semiotic analyzes of the publications made by Banco do Brasil on its Facebook page, this case study aims to understand how the public spirit, one of the essential values of this company, translates into some images, correlating with the communicational strategy called content marketing. Since the results of adopting this strategy are not limited to metrics and quantitative performance indicators, meaning processes (semiosis) go beyond conversion and/or engagement numbers (reactions, comments and shares), having attributes not captured by marketing automation systems. In this way, peircean semiotics is considered as an important tool for the analysis of these publications of Banco do Brasil on Facebook, the social media with the largest number of users in the world. It is delimited as corpus of this research posts made in the second semester of 2016, chosen according to previously established criteria. Considering that companies from the most diverse sectors have used social media as one of their most important channels of communication with their clients, we have as main hypothesis that the public spirit is directly related to what is understood by content marketing and that is represented by various forms through the signs, thus characterizing a way of being a bank in Brazil. The theoretical basis of the research will be the Theory of Signs by Charles S. Peirce, in the applied semiotics of Lucia Santaella and Clotilde Perez, in the content marketing conceptualization and strategies proposed by Joe Pulizzi and other brazilian authors and foreign experts on the subject. According to the bank's understanding, we will conceptualize the public spirit from the arete of greek philosophy. As a methodology, a more in-depth bibliographical review on the proposed themes was adopted, followed by the case study, as suggested by Robert K. Yin and by the analysis of the publications, using the applied semiotics