Memória organizacional e storytelling: um estudo da campanha estoy dentro, de José Cuervo, sobre reputação e confiabilidade

• Autor(a) principal: Teixeira, Verônica de Oliveira [UNESP]
• Data de Publicação: 2017
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da UNESP
• Texto Completo: http://hdl.handle.net/11449/155667; http://www.athena.biblioteca.unesp.br/exlibris/bd/capelo/2017-07-12/000887731.pdf
• topic: Arte de contar histórias; Reputação (Direito); Confiança do consumidor

Given the current context of business, globalization and high competitiveness, companies have increasingly used the concept of memory and created campaigns that can seek the public's trust and have impacts in theirs reputation. The intentional of this research is analyze how the companies use organizational memory and storytelling,focusing on a case study: two webseries of Estoy Dentro campaign, from Jose Cuervo. Search based from Edelman agency called Trust Barometer, it was possible conclude the degree of reliability in the first edition, composed with anonymous and real-life characters, comparing with second edition, realized with digital influencers. The case study was done through the methodology of content analysis with the technique of categorization, making it possible to analyze the episodes that were decomposed in: image, shooting plan, soundtrack, linguistic message, storytelling, organizational memory, organizational communication and experience. With this, it was allowed to observe the strategies used by the organization in the construction of the campaign, linking concepts of organizational memory, storytelling and reliability