Inbound marketing and user experience and their potential convergences in the context of digital social media: projections through the perspective of Information Science

• Autor(a) principal: Bauer, Cássio Henrique
• Data de Publicação: 2023
• Outros Autores: Bedin, Sonali Paula Molin
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Brazilian Journal of Information Science
• Texto Completo: https://revistas.marilia.unesp.br/index.php/bjis/article/view/14991
• topic: Marketing em mídias sociais; Comunicação on-line; Plataformas sociais; Interação do usuário; Social media marketing; On-line communication; Social platforms; User interaction

In a society where information is both produced and consumed by various agents concurrently, the endeavor to achieve prominence within the vast realm of information has become an increasingly challenging task. In this context, businesses have turned to digital channels to reach new consumers and foster loyalty among existing clients. For this reason, this present article aims to facilitate a theoretical discussion of concepts related to inbound marketing, user experience, and social media, within the framework of the field of Information Science. To accomplish this objective, a comprehensive theoretical foundation was constructed through a thorough review of relevant literature, underpinning the proposed discourse. As a result, the observed conceptual relationships have highlighted convergences between the subject matters, as both underscore the importance of comprehending user characteristics and devising tailored experiences. Furthermore, this emphasizes the significance of this theme within the domain of Information Science, which stands to benefit significantly from an enhanced understanding of these strategies and their role in the realm of digital social media. In conclusion, it is evident that there are intersections among the analyzed themes, which align with the essential knowledge base required for the current practice of Information Science professionals.