A ressignificação do brand publishing : uma análise da influenciadora virtual Lu do Magalu
Autor(a) principal: | |
---|---|
Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional da UFS |
Texto Completo: | https://ri.ufs.br/jspui/handle/riufs/18787 |
Resumo: | The dissertation is characterized as theoretical-practical with the object of study identifying and describing the new meanings of brand publishing around the Magalu brand on digital social networks with the virtual influencer Lu, based on the relational construction between the brand and its users- consumer-citizens. The theoretical-methodological framework addresses issues related to digital influence, organizational reputation, digital influencers, media disintermediation, brands as publishers and digital influencers, relationship management and public relations activity in the digital environment. The basic methodology is bibliographical research, as well as a single case study associated with qualitative empirical collection of a Netnographic type with the monitoring of profiles on digital social networks of the Magalu brand. And finally, the procedures for analyzing the results were carried out through critical discourse analysis (CDA) according to the precepts of Norman Fairclough. The results indicate new meanings for brand publishing: brands acting as digital influencers through virtual avatars, where content, data management and operability are valued, especially due to the emergence of artificial intelligence. From the perspective of organizational communication, the new meanings of brand publishing go beyond the classic understanding of the organizational communication diagram defended by Margarida Kunsch (2003): internal, marketing and institutional. Brand publishing changes this organizational communication mix through proprietary media, which becomes the center of an integrated organizational communication mix. |
id |
UFS-2_f2b7953ab8dfa5e1be306578bc66fbe3 |
---|---|
oai_identifier_str |
oai:ufs.br:riufs/18787 |
network_acronym_str |
UFS-2 |
network_name_str |
Repositório Institucional da UFS |
repository_id_str |
|
spelling |
Lima, Raniella Barbosa deBraga, Claudomilson Fernandes2023-12-11T18:31:43Z2023-12-11T18:31:43Z2023-11-24LIMA, Raniella Barbosa de. A ressignificação do brand publishing : uma análise da influenciadora virtual Lu do Magalu. 2023. 154 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Sergipe, São Cristóvão, 2023.https://ri.ufs.br/jspui/handle/riufs/18787The dissertation is characterized as theoretical-practical with the object of study identifying and describing the new meanings of brand publishing around the Magalu brand on digital social networks with the virtual influencer Lu, based on the relational construction between the brand and its users- consumer-citizens. The theoretical-methodological framework addresses issues related to digital influence, organizational reputation, digital influencers, media disintermediation, brands as publishers and digital influencers, relationship management and public relations activity in the digital environment. The basic methodology is bibliographical research, as well as a single case study associated with qualitative empirical collection of a Netnographic type with the monitoring of profiles on digital social networks of the Magalu brand. And finally, the procedures for analyzing the results were carried out through critical discourse analysis (CDA) according to the precepts of Norman Fairclough. The results indicate new meanings for brand publishing: brands acting as digital influencers through virtual avatars, where content, data management and operability are valued, especially due to the emergence of artificial intelligence. From the perspective of organizational communication, the new meanings of brand publishing go beyond the classic understanding of the organizational communication diagram defended by Margarida Kunsch (2003): internal, marketing and institutional. Brand publishing changes this organizational communication mix through proprietary media, which becomes the center of an integrated organizational communication mix.A dissertação caracteriza-se como teórico-prática tendo como objeto de estudo identificar e descrever os novos sentidos do brand publishing em torno da marca Magalu nas redes sociais digitais com a influenciadora virtual Lu, a partir da construção relacional entre a marca e seus usuários-consumidores-cidadãos. O quadro teórico-metodológico aborda questões relacionadas à influência digital, reputação organizacional, influenciadores digitais, desintermediação de mídias, marcas como publisher e influenciadoras digitais, gestão do relacionamento e a atividade de relações públicas no ambiente digital. A metodologia de base é a pesquisa bibliográfica, bem como um estudo de caso único associado a uma coleta empírica de caráter qualitativo do tipo Netnográfico com o monitoramento dos perfis nas redes sociais digitais da marca Magalu. E, por fim, os procedimentos de análise dos resultados se deram por meio da análise crítica do discurso (ACD) pelos preceitos de Norman Fairclough. Os resultados indicam como novos sentidos do brand publishing: marcas agindo como influenciadoras digitais por meio de avatares virtuais, em que o conteúdo, o gerenciamento de dados e a operacionalidade são valorizados, sobretudo em função do surgimento da inteligência artificial. Na perspectiva da comunicação organizacional, os novos sentidos do brand publishing estão além do entendimento clássico do diagrama da comunicação organizacional defendido por Margarida Kunsch (2003): interna, mercadológica e institucional. O brand publishing altera esse composto da comunicação organizacional a partir da mídia própria que se torna o centro de um mix de comunicação organizacional integrada.São CristóvãoporComunicaçãoPublicidadeMarca registradaBranding (Marketing)Magazine Luiza (Firma)OrganizaçõesRelações públicasMarcas influenciadoras digitaisGestão de RelacionamentoOrganizationsPublic relationsBrand publishingDigital influencer brandsRelationship managementA ressignificação do brand publishing : uma análise da influenciadora virtual Lu do Magaluinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisPós-Graduação em ComunicaçãoUniversidade Federal de Sergipe (UFS)reponame:Repositório Institucional da UFSinstname:Universidade Federal de Sergipe (UFS)instacron:UFSinfo:eu-repo/semantics/openAccessLICENSElicense.txtlicense.txttext/plain; charset=utf-81475https://ri.ufs.br/jspui/bitstream/riufs/18787/1/license.txt098cbbf65c2c15e1fb2e49c5d306a44cMD51ORIGINALRANIELLA_BARBOSA_LIMA.pdfRANIELLA_BARBOSA_LIMA.pdfapplication/pdf6578074https://ri.ufs.br/jspui/bitstream/riufs/18787/2/RANIELLA_BARBOSA_LIMA.pdff682999a49a593e048305e8cc795cd12MD52riufs/187872023-12-11 15:31:48.833oai:ufs.br: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Repositório InstitucionalPUBhttps://ri.ufs.br/oai/requestrepositorio@academico.ufs.bropendoar:2023-12-11T18:31:48Repositório Institucional da UFS - Universidade Federal de Sergipe (UFS)false |
dc.title.pt_BR.fl_str_mv |
A ressignificação do brand publishing : uma análise da influenciadora virtual Lu do Magalu |
title |
A ressignificação do brand publishing : uma análise da influenciadora virtual Lu do Magalu |
spellingShingle |
A ressignificação do brand publishing : uma análise da influenciadora virtual Lu do Magalu Lima, Raniella Barbosa de Comunicação Publicidade Marca registrada Branding (Marketing) Magazine Luiza (Firma) Organizações Relações públicas Marcas influenciadoras digitais Gestão de Relacionamento Organizations Public relations Brand publishing Digital influencer brands Relationship management |
title_short |
A ressignificação do brand publishing : uma análise da influenciadora virtual Lu do Magalu |
title_full |
A ressignificação do brand publishing : uma análise da influenciadora virtual Lu do Magalu |
title_fullStr |
A ressignificação do brand publishing : uma análise da influenciadora virtual Lu do Magalu |
title_full_unstemmed |
A ressignificação do brand publishing : uma análise da influenciadora virtual Lu do Magalu |
title_sort |
A ressignificação do brand publishing : uma análise da influenciadora virtual Lu do Magalu |
author |
Lima, Raniella Barbosa de |
author_facet |
Lima, Raniella Barbosa de |
author_role |
author |
dc.contributor.author.fl_str_mv |
Lima, Raniella Barbosa de |
dc.contributor.advisor1.fl_str_mv |
Braga, Claudomilson Fernandes |
contributor_str_mv |
Braga, Claudomilson Fernandes |
dc.subject.por.fl_str_mv |
Comunicação Publicidade Marca registrada Branding (Marketing) Magazine Luiza (Firma) Organizações Relações públicas Marcas influenciadoras digitais Gestão de Relacionamento |
topic |
Comunicação Publicidade Marca registrada Branding (Marketing) Magazine Luiza (Firma) Organizações Relações públicas Marcas influenciadoras digitais Gestão de Relacionamento Organizations Public relations Brand publishing Digital influencer brands Relationship management |
dc.subject.eng.fl_str_mv |
Organizations Public relations Brand publishing Digital influencer brands Relationship management |
description |
The dissertation is characterized as theoretical-practical with the object of study identifying and describing the new meanings of brand publishing around the Magalu brand on digital social networks with the virtual influencer Lu, based on the relational construction between the brand and its users- consumer-citizens. The theoretical-methodological framework addresses issues related to digital influence, organizational reputation, digital influencers, media disintermediation, brands as publishers and digital influencers, relationship management and public relations activity in the digital environment. The basic methodology is bibliographical research, as well as a single case study associated with qualitative empirical collection of a Netnographic type with the monitoring of profiles on digital social networks of the Magalu brand. And finally, the procedures for analyzing the results were carried out through critical discourse analysis (CDA) according to the precepts of Norman Fairclough. The results indicate new meanings for brand publishing: brands acting as digital influencers through virtual avatars, where content, data management and operability are valued, especially due to the emergence of artificial intelligence. From the perspective of organizational communication, the new meanings of brand publishing go beyond the classic understanding of the organizational communication diagram defended by Margarida Kunsch (2003): internal, marketing and institutional. Brand publishing changes this organizational communication mix through proprietary media, which becomes the center of an integrated organizational communication mix. |
publishDate |
2023 |
dc.date.accessioned.fl_str_mv |
2023-12-11T18:31:43Z |
dc.date.available.fl_str_mv |
2023-12-11T18:31:43Z |
dc.date.issued.fl_str_mv |
2023-11-24 |
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 |
LIMA, Raniella Barbosa de. A ressignificação do brand publishing : uma análise da influenciadora virtual Lu do Magalu. 2023. 154 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Sergipe, São Cristóvão, 2023. |
dc.identifier.uri.fl_str_mv |
https://ri.ufs.br/jspui/handle/riufs/18787 |
identifier_str_mv |
LIMA, Raniella Barbosa de. A ressignificação do brand publishing : uma análise da influenciadora virtual Lu do Magalu. 2023. 154 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Sergipe, São Cristóvão, 2023. |
url |
https://ri.ufs.br/jspui/handle/riufs/18787 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.publisher.program.fl_str_mv |
Pós-Graduação em Comunicação |
dc.publisher.initials.fl_str_mv |
Universidade Federal de Sergipe (UFS) |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional da UFS instname:Universidade Federal de Sergipe (UFS) instacron:UFS |
instname_str |
Universidade Federal de Sergipe (UFS) |
instacron_str |
UFS |
institution |
UFS |
reponame_str |
Repositório Institucional da UFS |
collection |
Repositório Institucional da UFS |
bitstream.url.fl_str_mv |
https://ri.ufs.br/jspui/bitstream/riufs/18787/1/license.txt https://ri.ufs.br/jspui/bitstream/riufs/18787/2/RANIELLA_BARBOSA_LIMA.pdf |
bitstream.checksum.fl_str_mv |
098cbbf65c2c15e1fb2e49c5d306a44c f682999a49a593e048305e8cc795cd12 |
bitstream.checksumAlgorithm.fl_str_mv |
MD5 MD5 |
repository.name.fl_str_mv |
Repositório Institucional da UFS - Universidade Federal de Sergipe (UFS) |
repository.mail.fl_str_mv |
repositorio@academico.ufs.br |
_version_ |
1802110737243439104 |