The Branded Content as Business Model:: the case of agência radioweb

Detalhes bibliográficos
Autor(a) principal: Avelar, Kamilla
Data de Publicação: 2019
Outros Autores: Prata, Nair
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista GEMInIS
Texto Completo: https://www.revistageminis.ufscar.br/index.php/geminis/article/view/391
Resumo: The financial crisis experienced by the media has led companies in the area to rethink their business models. Thus, it is the objective of this article to understand the business model of the Radioweb Agency, a Brazilian company with more than 15 years of market, that acts in the production of radio content. To conduct the research, the Case Study method (YIN, 2001) and the Business Model Canvas prototype (OSTERWALDER and PIGNEUR, 2010) were used. The results show that Agência Radioweb has a consolidated and profitable business model, with branded content at the heart of its communication strategy and its business.
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spelling The Branded Content as Business Model:: the case of agência radiowebO BRANDED CONTENT COMO MODELO DE NEGÓCIO:: O CASO DA AGÊNCIA RADIOWEBModelo de negócioMarketingBranded ContentAgência RadiowebBusiness ModelMarketingBranded ContentAgência RadiowebThe financial crisis experienced by the media has led companies in the area to rethink their business models. Thus, it is the objective of this article to understand the business model of the Radioweb Agency, a Brazilian company with more than 15 years of market, that acts in the production of radio content. To conduct the research, the Case Study method (YIN, 2001) and the Business Model Canvas prototype (OSTERWALDER and PIGNEUR, 2010) were used. The results show that Agência Radioweb has a consolidated and profitable business model, with branded content at the heart of its communication strategy and its business.A crise financeira vivida pelos meios de comunicação têm levado empresas de comunicação a repensar seus modelos de negócio. Assim, é objetivo deste artigo, entender o modelo de negócio da Agência Radioweb, empresa brasileira com mais de 15 anos de mercado, que atua na produção de conteúdo para rádio. Para a condução da pesquisa, utilizou-se o método Estudo de Caso (YIN, 2001) e o protótipo Business Model Canvas (OSTERWALDER e PIGNEUR, 2010). Os resultados apontam que a Agência Radioweb possui um modelo de negócio consolidado e lucrativo, tendo no branded content o cerne de sua estratégia comunicativa e negócio.UFSCar2019-07-19info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistageminis.ufscar.br/index.php/geminis/article/view/391Revista GEMInIS; v. 10 n. 1 (2019): Comunicação Multiplataforma; 71-88Revista GEMInIS; Vol. 10 No. 1 (2019): Multiplatform Communication; 71-88Revista GEMInIS; Vol. 10 Núm. 1 (2019): Comunicação Multiplataforma; 71-882179-1465reponame:Revista GEMInISinstname:Universidade Federal de São Carlos (UFSCAR)instacron:UFSCARporhttps://www.revistageminis.ufscar.br/index.php/geminis/article/view/391/332Copyright (c) 2019 Kamilla Avelar, Nair Pratainfo:eu-repo/semantics/openAccessAvelar, KamillaPrata, Nair2020-08-10T20:09:59Zoai:ojs.pkp.sfu.ca:article/391Revistahttps://www.revistageminis.ufscar.br/index.php/geminisPUBhttps://www.revistageminis.ufscar.br/index.php/geminis/oai||revista.geminisufscar@gmail.com2179-14652179-1465opendoar:2020-08-10T20:09:59Revista GEMInIS - Universidade Federal de São Carlos (UFSCAR)false
dc.title.none.fl_str_mv The Branded Content as Business Model:: the case of agência radioweb
O BRANDED CONTENT COMO MODELO DE NEGÓCIO:: O CASO DA AGÊNCIA RADIOWEB
title The Branded Content as Business Model:: the case of agência radioweb
spellingShingle The Branded Content as Business Model:: the case of agência radioweb
Avelar, Kamilla
Modelo de negócio
Marketing
Branded Content
Agência Radioweb
Business Model
Marketing
Branded Content
Agência Radioweb
title_short The Branded Content as Business Model:: the case of agência radioweb
title_full The Branded Content as Business Model:: the case of agência radioweb
title_fullStr The Branded Content as Business Model:: the case of agência radioweb
title_full_unstemmed The Branded Content as Business Model:: the case of agência radioweb
title_sort The Branded Content as Business Model:: the case of agência radioweb
author Avelar, Kamilla
author_facet Avelar, Kamilla
Prata, Nair
author_role author
author2 Prata, Nair
author2_role author
dc.contributor.author.fl_str_mv Avelar, Kamilla
Prata, Nair
dc.subject.por.fl_str_mv Modelo de negócio
Marketing
Branded Content
Agência Radioweb
Business Model
Marketing
Branded Content
Agência Radioweb
topic Modelo de negócio
Marketing
Branded Content
Agência Radioweb
Business Model
Marketing
Branded Content
Agência Radioweb
description The financial crisis experienced by the media has led companies in the area to rethink their business models. Thus, it is the objective of this article to understand the business model of the Radioweb Agency, a Brazilian company with more than 15 years of market, that acts in the production of radio content. To conduct the research, the Case Study method (YIN, 2001) and the Business Model Canvas prototype (OSTERWALDER and PIGNEUR, 2010) were used. The results show that Agência Radioweb has a consolidated and profitable business model, with branded content at the heart of its communication strategy and its business.
publishDate 2019
dc.date.none.fl_str_mv 2019-07-19
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://www.revistageminis.ufscar.br/index.php/geminis/article/view/391
url https://www.revistageminis.ufscar.br/index.php/geminis/article/view/391
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistageminis.ufscar.br/index.php/geminis/article/view/391/332
dc.rights.driver.fl_str_mv Copyright (c) 2019 Kamilla Avelar, Nair Prata
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2019 Kamilla Avelar, Nair Prata
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv UFSCar
publisher.none.fl_str_mv UFSCar
dc.source.none.fl_str_mv Revista GEMInIS; v. 10 n. 1 (2019): Comunicação Multiplataforma; 71-88
Revista GEMInIS; Vol. 10 No. 1 (2019): Multiplatform Communication; 71-88
Revista GEMInIS; Vol. 10 Núm. 1 (2019): Comunicação Multiplataforma; 71-88
2179-1465
reponame:Revista GEMInIS
instname:Universidade Federal de São Carlos (UFSCAR)
instacron:UFSCAR
instname_str Universidade Federal de São Carlos (UFSCAR)
instacron_str UFSCAR
institution UFSCAR
reponame_str Revista GEMInIS
collection Revista GEMInIS
repository.name.fl_str_mv Revista GEMInIS - Universidade Federal de São Carlos (UFSCAR)
repository.mail.fl_str_mv ||revista.geminisufscar@gmail.com
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