THE SR. BACANA BRAND IN COVID-19 PANDEMIC: affective memory on Instagram

Detalhes bibliográficos
Autor(a) principal: Gonzales, Lucilene dos Santos
Data de Publicação: 2022
Outros Autores: Molini, Tatiani Cristina
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Observatório
Texto Completo: https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/12314
Resumo: The micro brand Sr. Bacana from Bauru reinvented itself in the pandemic, when it was launched on the social media Instagram. To differentiate himself in the commodities market, he bet on the affective memory of the welcoming and good-humored grandfather, who has been selling sugarcane juice and coconut water for 30 years in the city. The methodology began with the bibliographic foundation on the brand, advertising and social media Instagram for an analytical description of the brand's history and communication in its first year of existence, reaching almost 30,000 followers. We identified three phases in Sr. Bacana's journey: 1) launching the brand; 2) brand connection; 3) the brand as a digital influencer.
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spelling THE SR. BACANA BRAND IN COVID-19 PANDEMIC: affective memory on InstagramLA MARCA SR. BACANA EN LA PANDEMIA COVID-19: memoria afectiva en InstagramA MARCA SR. BACANA NA PANDEMIA DA COVID-19: memória afetiva no Instagram-----------------------------Sr. Bacana; Advertising; Instagram; affective memory; micro brand from Bauru.The micro brand Sr. Bacana from Bauru reinvented itself in the pandemic, when it was launched on the social media Instagram. To differentiate himself in the commodities market, he bet on the affective memory of the welcoming and good-humored grandfather, who has been selling sugarcane juice and coconut water for 30 years in the city. The methodology began with the bibliographic foundation on the brand, advertising and social media Instagram for an analytical description of the brand's history and communication in its first year of existence, reaching almost 30,000 followers. We identified three phases in Sr. Bacana's journey: 1) launching the brand; 2) brand connection; 3) the brand as a digital influencer.La micro marca Sr. Bacana de Bauru se reinventó en la pandemia, cuando se lanzó en la red social Instagram. Para diferenciarse en el mercado de commodities, apostó por la memoria afectiva del abuelo acogedor y jovial, que lleva 30 años vendiendo jugo de caña de azúcar y agua de coco en la ciudad. La metodología comenzó con la base bibliográfica sobre la marca, publicidad y redes sociales Instagram para una descripción analítica de la historia y comunicación de la marca en su primer año de existencia, alcanzando casi 30.000 seguidores. Identificamos tres fases en el viaje del Sr. Bacana: 1) lanzamiento de la marca; 2) conexión con la marca; 3) la marca como influencer digital.  A micro marca Sr. Bacana de Bauru se reinventou na pandemia, período em que foi lançada na mídia social Instagram. Para se diferenciar no mercado de commodities, apostou na memória afetiva do avô acolhedor e bem humorado, que vende caldo de cana e água de coco há 30 anos na cidade. A metodologia iniciou-se com a fundamentação bibliográfica sobre marca, publicidade e mídia social Instagram para uma descrição analítica da história e comunicação da marca no seu primeiro ano de existência, chegando a quase 30.000 seguidores. Identificamos três fases nesse percurso do Sr. Bacana: 1) lançamento da marca; 2) conexão com a marca; 3) a marca como influenciadora digital.Universidade Federal do Tocantins - UFT2022-03-10info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersiontextoapplication/pdfapplication/pdfhttps://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/1231410.20873/uft.2447-4266.2022v8n1a2enObservatory Journal; Vol. 8 No. 1 (2022): Communication, Education and Technologies /Comunicação, Educação e Tecnologias (2022); a2ptObservatorio Magazine; Vol. 8 Núm. 1 (2022): Communication, Education and Technologies /Comunicação, Educação e Tecnologias (2022); a2ptObservatoire Journal; Vol. 8 No. 1 (2022): Communication, Education and Technologies /Comunicação, Educação e Tecnologias (2022); a2ptRevista Observatório ; v. 8 n. 1 (2022): Communication, Education and Technologies /Comunicação, Educação e Tecnologias (2022); a2pt2447-426610.20873/uft.2447-4266.2022v8n1reponame:Revista Observatórioinstname:Universidade Federal do Tocantins (UFT)instacron:UFTporhttps://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/12314/20479https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/12314/20478memória afetiva na publicidadeCopyright (c) 2022 Revista Observatório http://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessGonzales, Lucilene dos SantosMolini, Tatiani Cristina2022-10-12T14:35:17Zoai:ojs.revista.uft.edu.br:article/12314Revistahttps://sistemas.uft.edu.br/periodicos/index.php/observatorio/oai2447-42662447-4266opendoar:2022-10-12T14:35:17Revista Observatório - Universidade Federal do Tocantins (UFT)false
dc.title.none.fl_str_mv THE SR. BACANA BRAND IN COVID-19 PANDEMIC: affective memory on Instagram
LA MARCA SR. BACANA EN LA PANDEMIA COVID-19: memoria afectiva en Instagram
A MARCA SR. BACANA NA PANDEMIA DA COVID-19: memória afetiva no Instagram
title THE SR. BACANA BRAND IN COVID-19 PANDEMIC: affective memory on Instagram
spellingShingle THE SR. BACANA BRAND IN COVID-19 PANDEMIC: affective memory on Instagram
Gonzales, Lucilene dos Santos
-----------------------------
Sr. Bacana; Advertising; Instagram; affective memory; micro brand from Bauru.
title_short THE SR. BACANA BRAND IN COVID-19 PANDEMIC: affective memory on Instagram
title_full THE SR. BACANA BRAND IN COVID-19 PANDEMIC: affective memory on Instagram
title_fullStr THE SR. BACANA BRAND IN COVID-19 PANDEMIC: affective memory on Instagram
title_full_unstemmed THE SR. BACANA BRAND IN COVID-19 PANDEMIC: affective memory on Instagram
title_sort THE SR. BACANA BRAND IN COVID-19 PANDEMIC: affective memory on Instagram
author Gonzales, Lucilene dos Santos
author_facet Gonzales, Lucilene dos Santos
Molini, Tatiani Cristina
author_role author
author2 Molini, Tatiani Cristina
author2_role author
dc.contributor.author.fl_str_mv Gonzales, Lucilene dos Santos
Molini, Tatiani Cristina
dc.subject.por.fl_str_mv -----------------------------
Sr. Bacana; Advertising; Instagram; affective memory; micro brand from Bauru.
topic -----------------------------
Sr. Bacana; Advertising; Instagram; affective memory; micro brand from Bauru.
description The micro brand Sr. Bacana from Bauru reinvented itself in the pandemic, when it was launched on the social media Instagram. To differentiate himself in the commodities market, he bet on the affective memory of the welcoming and good-humored grandfather, who has been selling sugarcane juice and coconut water for 30 years in the city. The methodology began with the bibliographic foundation on the brand, advertising and social media Instagram for an analytical description of the brand's history and communication in its first year of existence, reaching almost 30,000 followers. We identified three phases in Sr. Bacana's journey: 1) launching the brand; 2) brand connection; 3) the brand as a digital influencer.
publishDate 2022
dc.date.none.fl_str_mv 2022-03-10
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
texto
format article
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dc.identifier.uri.fl_str_mv https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/12314
10.20873/uft.2447-4266.2022v8n1a2en
url https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/12314
identifier_str_mv 10.20873/uft.2447-4266.2022v8n1a2en
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/12314/20479
https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/12314/20478
dc.rights.driver.fl_str_mv Copyright (c) 2022 Revista Observatório
http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 Revista Observatório
http://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.coverage.none.fl_str_mv memória afetiva na publicidade
dc.publisher.none.fl_str_mv Universidade Federal do Tocantins - UFT
publisher.none.fl_str_mv Universidade Federal do Tocantins - UFT
dc.source.none.fl_str_mv Observatory Journal; Vol. 8 No. 1 (2022): Communication, Education and Technologies /Comunicação, Educação e Tecnologias (2022); a2pt
Observatorio Magazine; Vol. 8 Núm. 1 (2022): Communication, Education and Technologies /Comunicação, Educação e Tecnologias (2022); a2pt
Observatoire Journal; Vol. 8 No. 1 (2022): Communication, Education and Technologies /Comunicação, Educação e Tecnologias (2022); a2pt
Revista Observatório ; v. 8 n. 1 (2022): Communication, Education and Technologies /Comunicação, Educação e Tecnologias (2022); a2pt
2447-4266
10.20873/uft.2447-4266.2022v8n1
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reponame_str Revista Observatório
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repository.name.fl_str_mv Revista Observatório - Universidade Federal do Tocantins (UFT)
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