Estratégia, engajamento e conversão: os usos do marketing jurídico digital na competição intraprofissional e o perfil do advogado marqueteiro

• Autor(a) principal: Savedra, Alan Paulo Maurano
• Data de Publicação: 2023
• Outros Autores: [e-mail]
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da UERJ
• Texto Completo: http://www.bdtd.uerj.br/handle/1/19326
• topic: Sociology of legal professions; Professionalism; Intraprofessional competition; Digital legal marketing; Digital marketer lawyer; Sociologia das profissões jurídicas; Profissionalismo; Competição intraprofissional; Marketing jurídico digital; Advogado marqueteiro digital; CIENCIAS SOCIAIS APLICADAS::DIREITO::TEORIA DO DIREITO

The present work aims to understand the uses of digital legal marketing in the intraprofessional competition between lawyers and the profile of the digital marketer lawyer. In this sense, the research starts from the following research problem: in a highly regulated market, facing lawyers and consolidated law firms, where thousands of bachelors are able to practice the legal profession; a profession that, governed by the Statute of Advocacy and the Brazilian Bar Association (EAOAB), sees, in its class council, an impediment to attracting clients and commercializing the profession through advertising; Given this scenario, what is the space and possibilities of digital legal marketing? To answer this question, the works of Eliot Freidson will be used as theoretical references, especially his ideal type of professionalism; the works of Maria da Glória Bonelli on the nuances of intraprofessional competition between lawyers, in addition to the five professional closing filters proposed by Kim Weeden, namely: credentialism; certification; licensing; unionization and representation by association. With regard to methodology, the qualitative method with a deductive root was adopted, which makes use of participant observation techniques, which took place in lives on Instagram by Poliana Araújo, a legal marketer with more than ten thousand followers in the said network and more than 100 lawyers to whom it provided services – a professional who trains and teaches lawyers the uses of legal marketing on Instagram -; non-participant observation in a legal marketing course, also taught by the legal marketer; in addition to a non-directive interview with Poliana Araújo. The sum of the techniques used consists of a case study. In the end, it was observed that the intraprofessional competition between lawyers is a programmed competition, in which the professional closing filters dictate the limits of the challenging lawyer's professional advancement. This programmed competition is divided between tiers based on size and other characteristics of law firms, in which professional mobility is restricted and limited. Digital legal marketing is a possibility of professional opening to newcomers and other challenging lawyers, overcoming or subverting the logic of programmed competition. Authority emerges as the driving force of convincing the potential client, from which it is observed that digital legal marketing provides the delivery of a digital authority. This kind of authority is distinguished from real authority due to its greater reach and the qualification of the message delivered to the target audience. Now, objective markers of authority (certifications, diplomas, years of experience) give way to subjective indices: demonstrating knowing how to solve the social network user's problem; in addition to being sensitive to their hardships. If, on the one hand, the digital marketer lawyer needs to acquire new knowledge, such as how to manage the functionalities of social networks, on the other hand, the uses of digital legal marketing allow him to eliminate the closing filters and to open himself professionally.