The Promotion of Craft Business Events in Pernambuco: an analysis of the (in)congruences between buyer persona and digital marketing strategies adopted by FENEARTE

Detalhes bibliográficos
Autor(a) principal: Roque, Isabelle de Fatima Didier
Data de Publicação: 2024
Outros Autores: de Souza, Anderson Gomes, Barbosa, José William de Queiroz
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Marketing & Tourism Review
Texto Completo: https://revistas.face.ufmg.br/index.php/mtr/article/view/8176
Resumo: This study aims to evaluate the congruences and incongruences between the buyer persona profile and the digital marketing strategies adopted by the National Crafts Business Fair of Pernambuco (FENEARTE). This is exploratory-descriptive research, with mixed approach (quali-quantitative), applying the single case study method. To define the profile of the buyer persona of the event, data were collected from 63 participants of the 22nd edition of FENEARTE, through a questionnaire created in Google Forms. To observe the digital marketing strategies adopted to promote the event, documentary research was conducted on Instagram of the fair, obtaining 77 publications relating to the investigated edition. The data obtained from the questionnaire were analyzed with the help of basic descriptive analysis, while in the documentary data the categorical content analysis was applied. The results showed that, in some points, there is congruence, as in the promotion of products and in the effective use of social networks for knowledge of the event and interaction with participants. On the other hand, aspects such as the promotion of artists, cultural presentations, and product costs present inconsistencies. From the theoretical point of view, the research shows how the investigated theme manifests itself in the tourism context, specifically in a handcraft event. In managerial terms, the study offers subsidies for a more assertive alignment of promotional marketing strategies in the virtual environment. The present work was carried out with the support of the National Council for Scientific and Technological Development (CNPq), having been awarded a scholarship from the Institutional Program for Scientific Initiation Scholarships (PIBIC).
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spelling The Promotion of Craft Business Events in Pernambuco: an analysis of the (in)congruences between buyer persona and digital marketing strategies adopted by FENEARTEPromoción de eventos de artesanía en Pernambuco: un análisis de las (in)congruencias entre el buyer persona y las estrategias de marketing digital adoptadas por FENEARTEA Promoção de Eventos de Negócios do Artesanato em Pernambuco: uma análise das (in)congruências entre buyer persona e as estratégias de marketing digital adotadas pela FENEARTEEventsHandicraftBuyer personaDigital marketingFENEARTEEventosArtesanatoBuyer personaMarketing digitalFENEARTEEventosArtesaníaBuyer personaMarketing digitalFENEARTEThis study aims to evaluate the congruences and incongruences between the buyer persona profile and the digital marketing strategies adopted by the National Crafts Business Fair of Pernambuco (FENEARTE). This is exploratory-descriptive research, with mixed approach (quali-quantitative), applying the single case study method. To define the profile of the buyer persona of the event, data were collected from 63 participants of the 22nd edition of FENEARTE, through a questionnaire created in Google Forms. To observe the digital marketing strategies adopted to promote the event, documentary research was conducted on Instagram of the fair, obtaining 77 publications relating to the investigated edition. The data obtained from the questionnaire were analyzed with the help of basic descriptive analysis, while in the documentary data the categorical content analysis was applied. The results showed that, in some points, there is congruence, as in the promotion of products and in the effective use of social networks for knowledge of the event and interaction with participants. On the other hand, aspects such as the promotion of artists, cultural presentations, and product costs present inconsistencies. From the theoretical point of view, the research shows how the investigated theme manifests itself in the tourism context, specifically in a handcraft event. In managerial terms, the study offers subsidies for a more assertive alignment of promotional marketing strategies in the virtual environment. The present work was carried out with the support of the National Council for Scientific and Technological Development (CNPq), having been awarded a scholarship from the Institutional Program for Scientific Initiation Scholarships (PIBIC).Este estudio tiene como objetivo evaluar las congruencias e incongruencias entre el perfil del buyer persona y las estrategias de marketing digital adoptadas por la Feria Nacional de Artesanía de Pernambuco (FENEARTE). Se trata de una investigación exploratoria-descriptiva, con abordaje mixto (cualitativo-cuantitativo), aplicando el método de estudio de caso único. Para definir el perfil del buyer persona del evento, se recolectaron datos de 63 participantes de la 22ª edición de FENEARTE, a través de un cuestionario creado en Google Forms. Para observar las estrategias de marketing digital adoptadas para promocionar el evento, se realizó una investigación documental en el Instagram de la feria, obteniendo 77 publicaciones referentes a la edición investigada. Los datos obtenidos del cuestionario se analizaron mediante análisis descriptivo básico, mientras que el análisis de contenido categórico se aplicó a los datos documentales. Los resultados mostraron que, en algunos puntos, existe congruencia, como la difusión de los productos y el uso efectivo de las redes sociales para el conocimiento del evento y la interacción con los participantes. Por otro lado, aspectos como la difusión de los artistas, las presentaciones culturales y los costes de los productos presentan incoherencias. Desde el punto de vista teórico, la investigación muestra cómo el tema investigado se manifiesta en el contexto del turismo, específicamente en un evento artesanal. En términos gerenciales, el estudio ofrece subsidios para una alineación más asertiva de las estrategias de marketing promocional en el ambiente virtual. Este trabajo fue realizado con el apoyo del Consejo Nacional de Desarrollo Científico y Tecnológico (CNPq), habiendo recibido una beca del Programa Institucional de Becas de Iniciación Científica (PIBIC).O presente estudo tem como objetivo avaliar as congruências e incongruências entre o perfil de buyer persona e as estratégias de marketing digital adotadas pela Feira Nacional de Negócios do Artesanato de Pernambuco (FENEARTE). Trata-se de uma pesquisa exploratório-descritiva, com abordagem mista (quali-quantitativa), aplicando-se o método de estudo de caso único. Para definir o perfil de buyer persona do evento, foram coletados dados de 63 participantes da 22ª edição da FENEARTE, por meio de um questionário criado no Google Forms. Já para observar as estratégias de marketing digital adotadas para promoção do evento, realizou-se uma pesquisa documental no Instagram da feira, com obtenção de 77 publicações referentes à edição investigada. Os dados obtidos a partir do questionário foram analisados com auxílio da análise descritiva básica, enquanto nos dados documentais aplicou-se a análise de conteúdo categorial. Os resultados mostraram que, em alguns pontos, existe congruência, como na divulgação de produtos e na utilização efetiva das redes sociais para conhecimento do evento e interação com participantes. Já aspectos como divulgação dos artistas, das apresentações culturais e dos custos dos produtos apresentam incongruências. Do ponto de vista teórico, a pesquisa evidencia de que forma o tema investigado se manifesta no contexto do turismo, especificamente em evento de artesanato. Em termos gerenciais, o estudo oferece subsídios para um alinhamento mais assertivo das estratégias promocionais de marketing em âmbito virtual. O presente trabalho foi realizado com apoio do Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq), tendo sido contemplado com bolsa do Programa Institucional de Bolsas de Iniciação Científica (PIBIC).Federal University of Minas Gerais2024-03-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://revistas.face.ufmg.br/index.php/mtr/article/view/817610.29149/mtr.v9i1.8176Marketing & Tourism Review; Vol. 9 No. 1 (2024): v.9, n.1, 2024Marketing & Tourism Review; v. 9 n. 1 (2024): v.9, n.1, 20242525-81762525-817610.29149/mtr.v9i1reponame:Marketing & Tourism Reviewinstname:Universidade Federal de Minas Gerais (UFMG)instacron:UFMGporenghttps://revistas.face.ufmg.br/index.php/mtr/article/view/8176/4093https://revistas.face.ufmg.br/index.php/mtr/article/view/8176/4094Copyright (c) 2024 Isabelle de Fatima Didier Roque, Anderson Gomes de Souza, José William de Queiroz Barbosahttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessRoque, Isabelle de Fatima Didierde Souza, Anderson GomesBarbosa, José William de Queiroz2024-05-05T00:56:43Zoai:ojs.pkp.sfu.ca:article/8176Revistahttps://revistas.face.ufmg.br/index.php/mtrPUBhttps://revistas.face.ufmg.br/index.php/mtr/oaimkt.tourism.review@gmail.com||mg.ufmg@gmail.com2525-81762525-8176opendoar:2024-05-05T00:56:43Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG)false
dc.title.none.fl_str_mv The Promotion of Craft Business Events in Pernambuco: an analysis of the (in)congruences between buyer persona and digital marketing strategies adopted by FENEARTE
Promoción de eventos de artesanía en Pernambuco: un análisis de las (in)congruencias entre el buyer persona y las estrategias de marketing digital adoptadas por FENEARTE
A Promoção de Eventos de Negócios do Artesanato em Pernambuco: uma análise das (in)congruências entre buyer persona e as estratégias de marketing digital adotadas pela FENEARTE
title The Promotion of Craft Business Events in Pernambuco: an analysis of the (in)congruences between buyer persona and digital marketing strategies adopted by FENEARTE
spellingShingle The Promotion of Craft Business Events in Pernambuco: an analysis of the (in)congruences between buyer persona and digital marketing strategies adopted by FENEARTE
Roque, Isabelle de Fatima Didier
Events
Handicraft
Buyer persona
Digital marketing
FENEARTE
Eventos
Artesanato
Buyer persona
Marketing digital
FENEARTE
Eventos
Artesanía
Buyer persona
Marketing digital
FENEARTE
title_short The Promotion of Craft Business Events in Pernambuco: an analysis of the (in)congruences between buyer persona and digital marketing strategies adopted by FENEARTE
title_full The Promotion of Craft Business Events in Pernambuco: an analysis of the (in)congruences between buyer persona and digital marketing strategies adopted by FENEARTE
title_fullStr The Promotion of Craft Business Events in Pernambuco: an analysis of the (in)congruences between buyer persona and digital marketing strategies adopted by FENEARTE
title_full_unstemmed The Promotion of Craft Business Events in Pernambuco: an analysis of the (in)congruences between buyer persona and digital marketing strategies adopted by FENEARTE
title_sort The Promotion of Craft Business Events in Pernambuco: an analysis of the (in)congruences between buyer persona and digital marketing strategies adopted by FENEARTE
author Roque, Isabelle de Fatima Didier
author_facet Roque, Isabelle de Fatima Didier
de Souza, Anderson Gomes
Barbosa, José William de Queiroz
author_role author
author2 de Souza, Anderson Gomes
Barbosa, José William de Queiroz
author2_role author
author
dc.contributor.author.fl_str_mv Roque, Isabelle de Fatima Didier
de Souza, Anderson Gomes
Barbosa, José William de Queiroz
dc.subject.por.fl_str_mv Events
Handicraft
Buyer persona
Digital marketing
FENEARTE
Eventos
Artesanato
Buyer persona
Marketing digital
FENEARTE
Eventos
Artesanía
Buyer persona
Marketing digital
FENEARTE
topic Events
Handicraft
Buyer persona
Digital marketing
FENEARTE
Eventos
Artesanato
Buyer persona
Marketing digital
FENEARTE
Eventos
Artesanía
Buyer persona
Marketing digital
FENEARTE
description This study aims to evaluate the congruences and incongruences between the buyer persona profile and the digital marketing strategies adopted by the National Crafts Business Fair of Pernambuco (FENEARTE). This is exploratory-descriptive research, with mixed approach (quali-quantitative), applying the single case study method. To define the profile of the buyer persona of the event, data were collected from 63 participants of the 22nd edition of FENEARTE, through a questionnaire created in Google Forms. To observe the digital marketing strategies adopted to promote the event, documentary research was conducted on Instagram of the fair, obtaining 77 publications relating to the investigated edition. The data obtained from the questionnaire were analyzed with the help of basic descriptive analysis, while in the documentary data the categorical content analysis was applied. The results showed that, in some points, there is congruence, as in the promotion of products and in the effective use of social networks for knowledge of the event and interaction with participants. On the other hand, aspects such as the promotion of artists, cultural presentations, and product costs present inconsistencies. From the theoretical point of view, the research shows how the investigated theme manifests itself in the tourism context, specifically in a handcraft event. In managerial terms, the study offers subsidies for a more assertive alignment of promotional marketing strategies in the virtual environment. The present work was carried out with the support of the National Council for Scientific and Technological Development (CNPq), having been awarded a scholarship from the Institutional Program for Scientific Initiation Scholarships (PIBIC).
publishDate 2024
dc.date.none.fl_str_mv 2024-03-31
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistas.face.ufmg.br/index.php/mtr/article/view/8176
10.29149/mtr.v9i1.8176
url https://revistas.face.ufmg.br/index.php/mtr/article/view/8176
identifier_str_mv 10.29149/mtr.v9i1.8176
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://revistas.face.ufmg.br/index.php/mtr/article/view/8176/4093
https://revistas.face.ufmg.br/index.php/mtr/article/view/8176/4094
dc.rights.driver.fl_str_mv https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Federal University of Minas Gerais
publisher.none.fl_str_mv Federal University of Minas Gerais
dc.source.none.fl_str_mv Marketing & Tourism Review; Vol. 9 No. 1 (2024): v.9, n.1, 2024
Marketing & Tourism Review; v. 9 n. 1 (2024): v.9, n.1, 2024
2525-8176
2525-8176
10.29149/mtr.v9i1
reponame:Marketing & Tourism Review
instname:Universidade Federal de Minas Gerais (UFMG)
instacron:UFMG
instname_str Universidade Federal de Minas Gerais (UFMG)
instacron_str UFMG
institution UFMG
reponame_str Marketing & Tourism Review
collection Marketing & Tourism Review
repository.name.fl_str_mv Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG)
repository.mail.fl_str_mv mkt.tourism.review@gmail.com||mg.ufmg@gmail.com
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