Crianças digitais: um estudo sobre a influência do marketing no comportamento de consumo infantil

• Autor(a) principal: Martha, Caroline Miranda [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/11449/155669; http://www.athena.biblioteca.unesp.br/exlibris/bd/capelo/2017-07-12/000887871.pdf
• topic: Comportamento do consumidor; Crianças como consumidoras; Marketing; Relações publicas; Internet

The general objective of this project is to understand and discuss the influence of marketing on child consumer behavior and the role of the internet in this context. Specifically, its intendes to understand the consumption behavior of the children's audience and the marketing action in this segment of the market; Discussing the role of the internet in marketing actions with focus on the children's audience; Analyze the presence of these actions and influence on the responses of the children found on the online video sharing platform YouTube. It is believed that, based on these objectives, it was possible to reflect on the role of public relations in the context of consumer marketing aimed at children in the virtual scenario. It presents the understanding of consumer behavior with the main marketing concepts and an overview of the current digital context. The study considers the importance of the internet as a communication medium and an environment conducive to direct marketing actions, also considering a specific age group of the children's audience inserted in this medium. The object of study was chosen given the need for a more detailed perception about the action of the child consumer on the Internet, and how the marketing can be done assertively by the organizations. Combining the information obtained with the public relations professional's work, filling the perceived gap in the relationship building process with the children's public, so as to assert the use of communication and relationship management strategies, so that the Public relations is able to find the balance between the interests of the institution and its consumers, thus making possible the awareness of the need of this professional to achieve mutually beneficial exchanges that satisfy both the organizations and the public