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, Tatiana 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/15007
Resumo: The micro brand Sr. Bacana from Bauru reinvented itself in the pandemic when it was launched on social media Instagram. To differentiate his business from the commodities market, he bet on the affectionate memory of his warm 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 stages in Sr. Bacana's journey: 1) launch of 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 InstagramTHE SR. BACANA BRAND IN COVID-19 PANDEMIC: affective memory on InstagramSr. BacanaPublicityInstagramAffective memorySr. BacanaPublicityInstagramAffective memory The micro brand Sr. Bacana from Bauru reinvented itself in the pandemic when it was launched on social media Instagram. To differentiate his business from the commodities market, he bet on the affectionate memory of his warm 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 stages in Sr. Bacana's journey: 1) launch of the brand; 2) brand connection; 3) the brand as a digital influencer. The micro brand Sr. Bacana from Bauru reinvented itself in the pandemic when it was launched on social media Instagram. To differentiate his business from the commodities market, he bet on the affectionate memory of his warm 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 stages in Sr. Bacana's journey: 1) launch of the brand; 2) brand connection; 3) the brand as a digital influencer. Universidade Federal do Tocantins - UFT2022-03-10info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/1500710.20873/uft.2447-4266.2022v8n1a2ptObservatory Journal; Vol. 8 No. 1 (2022): Communication, Education and Technologies /Comunicação, Educação e Tecnologias (2022); a2enObservatorio Magazine; Vol. 8 Núm. 1 (2022): Communication, Education and Technologies /Comunicação, Educação e Tecnologias (2022); a2enObservatoire Journal; Vol. 8 No. 1 (2022): Communication, Education and Technologies /Comunicação, Educação e Tecnologias (2022); a2enRevista Observatório ; v. 8 n. 1 (2022): Communication, Education and Technologies /Comunicação, Educação e Tecnologias (2022); a2en2447-426610.20873/uft.2447-4266.2022v8n1reponame:Revista Observatórioinstname:Universidade Federal do Tocantins (UFT)instacron:UFTporhttps://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/15007/20482https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/15007/20481Copyright (c) 2022 Revista Observatório http://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessGonzales, Lucilene dos SantosMolini, Tatiana Cristina2022-10-12T14:35:17Zoai:ojs.revista.uft.edu.br:article/15007Revistahttps://sistemas.uft.edu.br/periodicos/index.php/observatorio/indexPUBhttps://sistemas.uft.edu.br/periodicos/index.php/observatorio/oaigilsonportouft@gmail.com||gilsonporto@uft.edu.br||2447-42662447-4266opendoar: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
THE SR. BACANA BRAND IN COVID-19 PANDEMIC: affective memory on 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
Publicity
Instagram
Affective memory
Sr. Bacana
Publicity
Instagram
Affective memory
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, Tatiana Cristina
author_role author
author2 Molini, Tatiana Cristina
author2_role author
dc.contributor.author.fl_str_mv Gonzales, Lucilene dos Santos
Molini, Tatiana Cristina
dc.subject.por.fl_str_mv Sr. Bacana
Publicity
Instagram
Affective memory
Sr. Bacana
Publicity
Instagram
Affective memory
topic Sr. Bacana
Publicity
Instagram
Affective memory
Sr. Bacana
Publicity
Instagram
Affective memory
description The micro brand Sr. Bacana from Bauru reinvented itself in the pandemic when it was launched on social media Instagram. To differentiate his business from the commodities market, he bet on the affectionate memory of his warm 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 stages in Sr. Bacana's journey: 1) launch of 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
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/15007
10.20873/uft.2447-4266.2022v8n1a2pt
url https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/15007
identifier_str_mv 10.20873/uft.2447-4266.2022v8n1a2pt
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/15007/20482
https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/15007/20481
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.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); a2en
Observatorio Magazine; Vol. 8 Núm. 1 (2022): Communication, Education and Technologies /Comunicação, Educação e Tecnologias (2022); a2en
Observatoire Journal; Vol. 8 No. 1 (2022): Communication, Education and Technologies /Comunicação, Educação e Tecnologias (2022); a2en
Revista Observatório ; v. 8 n. 1 (2022): Communication, Education and Technologies /Comunicação, Educação e Tecnologias (2022); a2en
2447-4266
10.20873/uft.2447-4266.2022v8n1
reponame:Revista Observatório
instname:Universidade Federal do Tocantins (UFT)
instacron:UFT
instname_str Universidade Federal do Tocantins (UFT)
instacron_str UFT
institution UFT
reponame_str Revista Observatório
collection Revista Observatório
repository.name.fl_str_mv Revista Observatório - Universidade Federal do Tocantins (UFT)
repository.mail.fl_str_mv gilsonportouft@gmail.com||gilsonporto@uft.edu.br||
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