A comunicação digital da marca na cultura de tribos
Type
article
Publisher
Identifier
ABDALLA, Gabriela Cassiano; SOUSA, Richard Perassini Luiz de (2021) - A comunicação digital da marca na cultura de tribos. Convergências : Revista de Investigação e Ensino das Artes. ISSN 1646 - 9054. XIV:28, p. 139-150.
1646 - 9054
Title
A comunicação digital da marca na cultura de tribos
Subject
Marca de cosméticos
Cultura digital
Fidelização
Cultura online
Identidade de tribos
Cosmetics brand
Digital culture
Loyalty
Online culture
Tribal identity
Cultura digital
Fidelização
Cultura online
Identidade de tribos
Cosmetics brand
Digital culture
Loyalty
Online culture
Tribal identity
Date
2022-01-12T12:09:51Z
2022-01-12T12:09:51Z
2021
2022-01-12T12:09:51Z
2021
Description
Com as mudanças socioculturais ocorridas após segunda guerra mundial, continuamente, instituições e empresas precisaram se adaptar a ideias e atitudes que emergiram dos movi-mentos chamados de “Contracultura”. Em função da diversificação étnico-cultural, foram sendo alterados os modelos de comunicação das marcas com o público. Progressivamente, a comunicação de massa foi parcialmente subs-tituída por abordagens de Marketing de nicho, principalmente com recursos digitais online. Assim, o foco da comunicação da marca recaiu sobre os aspectos estético-simbólicos atrati-vos aos atuais ou potenciais consumidores e clientes, cuja maioria encontra-se vinculada às redes sociais online. Devido às características interpessoais da sociedade integrada na comu-nicação digital, atualmente, a comunicação de algumas empresas é dirigida principalmente para pessoas que se identificam com os valores da identidade de marca. Considerando isso, relata-se aqui a pesquisa descritivo-qualitativa realizada como “estudo de caso”, sobre a co-municação da marca brasileira Lola Cosmetics, cujos emissores buscam reunir uma comunida-de digitalmente integrada que, teoricamente, é integrada à atual cultura de tribos
Abstract : With the socio-cultural changes that occurred after the Second World War, institutions and companies continually had to adapt to the ideas and attitudes that emerged from the movements called “Counterculture”. Due to the ethnic-cultural diversification, the brands’ communication models with the public were changed. Progressively, mass communication was partially replaced by niche marketing ap-proaches, mainly with online digital resources. Thus, the focus of the brand’s communication fell on the aesthetic-symbolic aspects attrac-tive to current or potential consumers and customers, most of whom are linked to online social networks. Due to the interpersonal char-acteristics of the society integrated in digital communication, today, the communication of some companies is directed mainly to people who identify with the values of the brand identity. Considering this, we report here the descriptive-qualitative research carried out as a “case study”, on the communication of the Brazilian brand Lola Cosmetics, whose emit-ters seek to bring together a digitally integrated community that, theoretically, is integrated into the current culture of tribes.
info:eu-repo/semantics/publishedVersion
Abstract : With the socio-cultural changes that occurred after the Second World War, institutions and companies continually had to adapt to the ideas and attitudes that emerged from the movements called “Counterculture”. Due to the ethnic-cultural diversification, the brands’ communication models with the public were changed. Progressively, mass communication was partially replaced by niche marketing ap-proaches, mainly with online digital resources. Thus, the focus of the brand’s communication fell on the aesthetic-symbolic aspects attrac-tive to current or potential consumers and customers, most of whom are linked to online social networks. Due to the interpersonal char-acteristics of the society integrated in digital communication, today, the communication of some companies is directed mainly to people who identify with the values of the brand identity. Considering this, we report here the descriptive-qualitative research carried out as a “case study”, on the communication of the Brazilian brand Lola Cosmetics, whose emit-ters seek to bring together a digitally integrated community that, theoretically, is integrated into the current culture of tribes.
info:eu-repo/semantics/publishedVersion
Access restrictions
openAccess
http://creativecommons.org/licenses/by/4.0/
http://creativecommons.org/licenses/by/4.0/
Language
por
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