DAIC - Departamento Acadêmico de Informação e Comunicação
URI permanente desta comunidadehttps://ri.ifam.edu.br/handle/4321/657
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Item As contribuições do marketing de conteúdo para a comunicação pública no Instagram: uma análise das estratégias de engajamento do perfil do projeto Aranouá(2023-12-11) Nascimento, Giulliana Lettícia Ribeiro do; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Lira, Wallace; http://lattes.cnpq.br/7834505234728150This work aims primarily to highlight the contributions of content marketing strategies to the communication of public educational institutions in the digital era, with a particular focus on overcoming challenges and issues encountered in creating profiles on the Instagram platform as a communication tool and maintaining these profiles. The methodology employed in this study involved a basic literature review, adopting a qualitative and exploratory approach, based on a case study of the Projeto Aranouá profile. The Projeto Aranouá is a professional development initiative of the Instituto Federal Amazonas, in collaboration with Samsung da Amazônia, on Instagram. Throughout this study, aspects such as the creation of relevant content, audience segmentation, results measurement, and specific challenges faced by the Aranouá Project in the successful implementation of content marketing strategies will be addressed. Understanding the contributions and limitations of this approach becomes crucial for the adoption of more effective communication strategies adapted to contemporary challenges, thus solidifying the role of content marketing as an essential tool in the arsenal of public communication.Item Criação e campanha de divulgação de revista digital voltado ao empreendedorismo no Instagram(2022-06-20) Lobato, Letícia Corrêa; Castro, Raíza Vasconcelos; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Batista, Daniel Luiz dos Santos; http://lattes.cnpq.br/0809053848636996; Lira, Wallace; http://lattes.cnpq.br/7834505234728150Production of a magazine and its publicity campaign, about Instagram for business, the impacts of the covid 19 pandemic that occurred during the years 2020 and 2021, which led to the great change in sales models, where entrepreneurs had to migrate from marketing traditional, for digital marketing, and face a certain difficulty in carrying out this process. With this, the magazine comes to solve the problem of these entrepreneurs who still have knowledge about digital marketing, mainly through the social network Instagram.Item O fenômeno Barbie: análise das principais estratégias de marketing do filme “Barbie” e sua influência no público jovem universitário manauara.(2023-12-10) Castro, Leonardo Medeiros de; Silva, Ortega Symon Amorim da; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395Considering the success that the live-action Barbie doll had in 2023, combined with the lack of academic studies on this topic, research is carried out on the Barbie phenomenon, in order to analyze the main marketing strategies of the film “Barbie” and its influence on the young university public in Manaus. To this end, it is necessary to investigate Barbie's transformation over the years and the impact of this process on Mattel's sales, highlight the manifestations of nostalgic marketing and co-branding used in promoting the film, understand the role of social networks in customer engagement film and identify how these marketing strategies affected the perceptions, attitudes and behaviors of young university students in the city of Manaus. An applied research is then carried out, with an exploratory and descriptive objective, with a qualitative approach, using a case study, bibliographic and documentary research, in addition to an online questionnaire. Given this, it appears that nostalgic marketing shows a positive result by affecting the perceptions of the studied public and co-branding does not perform well, which is noticeable due to the low adherence to licensed products. Furthermore, it is noteworthy that, in Manaus, the female audience is the biggest consumer of the film and the clothing sector is the most adept of the Barbie phenomenon, which requires the observation that this phenomenon had its due relevance and influence under the young university audience in Manaus supported by marketing strategies aimed at this target audience.Item A fórmula da Pixar de construir narrativas cativantes: análise das estratégias usadas para a criação de narrativas da Pixar Animation Studios(2023-07-05) Pinto, Ana Beatriz Silva; Viana, Quezia Oliveira; Batista, Daniel Luiz dos Santos; http://lattes.cnpq.br/0809053848636996; Batista, Daniel Luiz dos Santos; http://lattes.cnpq.br/0809053848636996; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Lira, Wallace; http://lattes.cnpq.br/7834505234728150Animation is one of the expressive languages within the literary genre of films, gaining popularity for captivating audiences of all ages, from children and adolescents to adults, due to its ability to create any universe, expanding imagination and creativity. Numerous studios create animations, and among them is Pixar Animation Studios, which has become a creative reference in digital culture and entertainment since the production of their first fully computer-animated feature film, Toy Story. Much has been said about the Pixar Formula for crafting captivating narratives, especially considering it is one of the world's leading animation studios. This study emerged from the following question: Does Pixar possess a formula for constructing narratives that are equally fascinating for both children and adults? Thus, the objective is to describe Pixar's formula for creating their animations, which will be achieved through a methodological approach based on literature research. In terms of data collection technique, a qualitative and descriptive literature review method was chosen. This research seeks to explore the world of animation by examining the model employed by Pixar Animation Studios, reflecting on the construction of artificial worlds and transformative stories. It provides opportunities to contemplate aesthetics as a contested domain committed to novelty and innovation, as well as critical and pluralistic thinking.Item Fotografia microstock: análise de mercado e proposição do banco de imagem amazonense(2023-12-12) Tavares, Emilie dos Santos; Carneiro, Eltton Ricardo de Lima; http://lattes.cnpq.br/0292852098038514; Carneiro, Eltton Ricardo de Lima; http://lattes.cnpq.br/0292852098038514; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395Item A humanização como estratégia de marketing no Instagram: estudo de caso da marca da boca rosa beauty(2023-12-12) Monteiro, Dara Flávia Santos; Batista, Geovanna Luíza Côrrea; Batista, Daniel Luiz dos Santos; http://lattes.cnpq.br/0809053848636996; Batista, Daniel Luiz dos Santos; http://lattes.cnpq.br/0809053848636996; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Wallace, Lira; http://lattes.cnpq.br/7834505234728150The main objective of this study is to understand the humanization strategy of Boca Rosa Beauty on Instagram. The delimitation of the theme is centered on: identifying the brand’s marketing strategies during the reality show; analyzing the brand’s humanization strategies on Instagram three months after its elimination from the reality show; and comparing the humanization strategy with another beauty brand on the same platform. For this purpose, pieces from Boca Rosa Beauty published on Instagram were selected, from January 21, 2020 to February 25, 2020, and from February 26, 2020 to May 26 of the same year. With the intention of understanding the humanization strategy of Boca Rosa Beauty on Instagram during and after the elimination of the CEO and her great success that extends to current times. To support this research, a brief theoretical review is carried out involving emotional marketing, color psychology, media convergence, brand positioning, transmedia narrative, public recognition, consumer connectivity, product personification, content marketing, and posting frequency. In the analysis of Boca Rosa Beauty’s Instagram and its owner Bianca Andrade, actions were identified that generated value in the experiences that Bianca lived during the program, the influence of the public through colors, the recognition of the audience as a strategy to make the consumer feel part of the brand, like an ambassador, experiential connectivity which is the depth of the connection between customers and brands, the strategy of personifying products, authentic communication with consumers, and useful content. Making the necessary adjustments, this experience produces knowledge and especially confirmation regarding the use of digital media, which makes it possible to increase the brand’s reach, more easily reach market niches, and generate proximity to the public and value in the product.Item A influência e o impacto cultural das animações japonesas sobre o consumo de produtos licenciados(2023-12-12) Martins, Bruna Oliveira; Batista, Daniel Luiz dos Santos; http://lattes.cnpq.br/0809053848636996; Batista, Daniel Luiz dos Santos; http://lattes.cnpq.br/0809053848636996; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Lira, Wallace; http://lattes.cnpq.br/7834505234728150The popularity of Japanese cartoons, popularly known as anime and which had its origin in the 60s, are already considered a worldwide cultural phenomenon and are already part of the fun of many people, becoming a great target for consumption of licensed products in the Brazilian market. Thus, the Course Completion Work (TCC) proposes as a general objective to identify the influence and cultural impact that Japanese animations have on the consumption of licensed products. The research is of the Narrative Literature Review type, with a qualitative approach, with descriptive and exploratory purposes and bibliographic procedures. The emergence of anime in the last ten years in Brazil has had great impacts on the diversification of distribution and consumption modes in the Brazilian economy, since licensed products contribute to the diffusion and expansion of world culture in the country and through this, access to Japanese cartoons. Finally, it is concluded that anime has become a pillar of Japanese television and modern culture, especially after its worldwide popularization through streaming platforms, contributing to the economic expansion not only of Japan, but of other countries that sell products focused on these cartoons.Item Inteligência artificial e seu uso na publicidade(2023-12-11) Lima, Lucas Camilo Viana; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395We are living in the age of artificial intelligence. The use and popularization of resources that use generative AI has innovated several work sectors with numerous applications, including in the advertising market. The use of this new technology is capable of creating previously unimaginable scenarios. From this perspective, the objective of this monograph is to expose the possibilities resulting from AI, analyzing the way in which it can be used in the advertising sector.Item Marketing social e educação ambiental: análise de campanhas publicitárias e outras iniciativas públicas contra a poluição hídrica em Manaus(2023-12-12) Procópio, João Vítor Lima; Carneiro, Eltton Ricardo de Lima; http://lattes.cnpq.br/0292852098038514; Carneiro, Eltton Ricardo de Lima; http://lattes.cnpq.br/0292852098038514; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395; Santos, Valclides Kid Fernandes dos; http://lattes.cnpq.br/7902062389125321Manaus' urbanization was marked by igarapé3 -alterating processes, through channeling and embankments, which began in the nineteenth century, as well as through human occupation on its riverbanks, dumping of sewage and garbage. In this context, the following municipal measures of urban solid waste (USW) 4 management were analyzed: cleaning of shores and streams, garbage men of joy, voluntary delivery points, scheduled collection of large objects and dismantling of inappropriate trash cans. The research is explanatory, bibliographic, qualitative and quantitative with a questionnaire application by volunteering. In their textual and visual aspects, the environmental education campaigns presented restrain pollution of water resources, highlight the negative consequences of this action, and also publicize the municipal services mentioned above. In addition, social marketing’s ability to change values and mediate behaviors that lead to environmental education and conscious consumption was verified. Finally, was observed the need for overt, continuous and multimedia environmental social marketing campaigns to combat river pollution in Manaus.Item Marketing social e educação ambiental: análise de campanhas publicitárias e outras iniciativas públicas contra a poluição hídrica em Manaus(2023-12-12) Procópio, João Vítor Lima; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395; Carneiro, Eltton Ricardo de Lima; http://lattes.cnpq.br/0292852098038514; Carneiro, Eltton Ricardo de Lima; http://lattes.cnpq.br/0292852098038514; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395; Santos, Valclides Kid Fernandes dos; http://lattes.cnpq.br/7902062389125321Manaus' urbanization was marked by igarapé3 -alterating processes, through channeling and embankments, which began in the nineteenth century, as well as through human occupation on its riverbanks, dumping of sewage and garbage. In this context, the following municipal measures of urban solid waste (USW) 4 management were analyzed: cleaning of shores and streams, garbage men of joy, voluntary delivery points, scheduled collection of large objects and dismantling of inappropriate trash cans. The research is explanatory, bibliographic, qualitative and quantitative with a questionnaire application by volunteering. In their textual and visual aspects, the environmental education campaigns presented restrain pollution of water resources, highlight the negative consequences of this action, and also publicize the municipal services mentioned above. In addition, social marketing’s ability to change values and mediate behaviors that lead to environmental education and conscious consumption was verified. Finally, was observed the need for overt, continuous and multimedia environmental social marketing campaigns to combat river pollution in Manaus.Item Marketing viral no mercado cinematográfico do terror: um estudo de caso do filme M3GAN(2023-12-11) Silva, Igor Cordovil da; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395This work seeks to understand the viral marketing strategy used in the promotion of the film M3GAN (2023), associating the contribution of external factors that shaped the film industry, especially horror, suspense and horror films, in their forms of dissemination, ranging from word of mouth marketing to viral marketing. Through bibliographical research, a case study of an exploratory nature was carried out, which made it possible to find concepts and associate them with films of the aforementioned genres. It was possible to approach in a qualitative way the concepts of viral marketing, the way in which cinema was evolving, and consequently, its means of reaching the public through viral actions. Therefore, it was found that understanding the external factors and associating them with M3GAN's viral campaign resulted in the film's positive performance on the market, transforming it into one of the most profitable low-budget horror films in recent years, reaching a young audience. , directly or indirectly, highly connected and diverse.Item O poder das avaliações e comentários de clientes na formação de decisões de compra em ambientes digitais(2023-12-12) Cavalcante, Stepheson de Amorim; Botelho, Wandreow Rogger Queiroz; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395Nowadays, the commercial nature's relationship construction involves the need of properly managing the relationship established between client and negotiator, considering the potential impact caused by what is issued and stated within the relationship in general. It's a relationship model established in a secondary way, validated from the clear expression of personal manifestations related to the explanation of opinions about the product or service sold. Overall, it is understood that the posting of comments regarding the products or services negotiated promotes the consumer a better understanding of the environment in which it finds itself, and promotes the construction of an efficient relationship between negotiator and client consolidating it responsibly. The present work aims to evaluate, based in literature's review, the importance of customer's comments as an influencing factor in decisionmaking of purchasing power. For this, the concept of service is discussed in an analogous way, analyzing consumer relations and observing the principles and responsibility that must be present in consumer relations which are consolidated by virtual means. This work is built under the deductive mode of analysis establishing itself as an integrative literature review, and in its final considerations the understandings shown throughout the text are reiterated.Item O poder do som no contexto da criação da marca(2022-06-27) Oliveira, Danielle Rocha de; Fonseca, Rodrigo Fernandes; Salgado, André Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395; Salgado, André Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Lira, Wallace; http://lattes.cnpq.br/7834505234728150One of the elements of the process of creating an advertising campaign is music or sound, in this work we intend to discuss methods and examples of using music and sound in this process. As a general objective, it is intended to provide the reader with arguments and artifices that can serve as a subsidy to justify the use of certain methods to obtain the desired result during the creation of an advertising campaign. It is a bibliographical research that analyzes cases, and through the study of semiotics, traces a path to obtain more effective results in the process of using music or sound in advertising. Citing authors who deal with the structure of sound, verbal and written language we can analyze the application of sound effectively, under the light of semiotics we can see the effectiveness of building an affective, emotional and affective connection with the public. The studies also include multisensory aspects such as smell, taste, touch, vision and obviously hearing. We also approach the history of music, as well as the cognitive revolution, a period of great transformation and birth of the first structures and sciences of language.Item O posicionamento dos bancos nas mídias ON e OFF durante a pandemia da Covid-19 no período de 2020 a 2022(2023-12-11) Queiroz, Jhulie Emily Linhares de; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395Item O posicionamento dos bancos nas mídias on e off durante a pandemia da Covid-19 no período de 2020 a 2022(2023-12-11) Queiroz, Jhulie Emily Linhares de; Silva, Karollyne Costa da; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395Item Posicionamento em mídias sociais: experimentos da produção de conteúdo na página virtual diário de um estudante de letras no Instagram(2023-12-11) Reis Júnior, Evandro Oliveira; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395This research falls within the scope of Communication research and its main objective seeks to understand possible parameters for the production of content on the social network Instagram, presenting as an example the virtual page Diário de um Estudante de Letras (in activity since 2020) and their online media strategies. The proposal is still anchored in qualitative, bibliographic and autobiographical research. The specific objectives consisted of: (1) understanding possible parameters for producing content on the social network Instagram to attract followers in a virtual community; (2) identify specific media factors of the virtual page, taken as the research scope, checking the creation, image, design resources (among other aspects), which are adopted; (3) Intervene and propose possible media resources following the experience covered: ideas, insights, apps e possibilities about the production of content on social media. We learned that, based on media models, it is possible to establish identity relationships with users/readers of virtual communities, from the perspective of: Content Marketing; Copywriting; and Storytelling, which also based the research.Item Resolvidro: desenvolvimento de nova identidade visual e plano de marketing para 2024(2023-12-12) Patricio, Ádria Nátaly da Silva; Bentes, Helena Karolina de Souza; Batista, Daniel Luiz dos Santos; http://lattes.cnpq.br/0809053848636996; Batista, Daniel Luiz dos Santos; http://lattes.cnpq.br/0809053848636996; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Lira, Wallace; http://lattes.cnpq.br/7834505234728150Technological progress has provided companies with various tools to maintain direct relationships with their customers, thus creating links and dialogues with their consumers, through the use of appropriate marketing strategies. This research aims to investigate the development of a new visual identity and the marketing plan for the year 2024, highlighting it as a positioning strategy in the face of market changes. For this work to take place, the participant in question was first informed about the research and its purposes, and allowed the use of the material generated through participation and responses during the interview. This research found that the company needs to adapt to new market dynamics, and that it needs to use different marketing strategies, so that it stands out compared to its competitors. For this reason, many of the marketing strategies and tools become important for this company to make its products/services available in the market and in the consumer's mind, not just meeting the needs of its customers. Therefore, it is necessary to recognize and importance the use of strategies, variables and tools, in order to ensure that your stay in the market is durable.Item O storytelling como estratégia para promover a adoção de cães por meio do apoio de marcas às ONGs: um estudo de caso da marca pedigree(2023-12-12) Silva, Reinaldo Silva da; Duarte, Edilson Santos de Oliveira; http://lattes.cnpq.br/7775528266124811; Duarte, Edilson Santos de Oliveira; http://lattes.cnpq.br/7775528266124811; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Batista, Daniel Luiz dos Santos; http://lattes.cnpq.br/0809053848636996Storytelling as a strategy to promote dog adoption, with a focus on brand support for NGOs, using the case study of the Pedigree brand. The analysis encompasses interviews with representatives from various animal adoption NGOs, revealing motivations, trends, and demographic information related to adoption. The study highlights the importance of storytelling in building effective advertising campaigns, using the example of the Pedigree campaign "Adopting is Everything." The engaging narrative presented in the case of Toby, the canine protagonist, seeks to demystify stigmas surrounding adoption, emphasizing that often it is the owners' circumstances, not the animals' behavior, that lead to seeking shelters. The conclusion emphasizes the complexity and diversity in adoption decisions, providing valuable insights for NGOs and responsible marketing strategies. This work aims to contribute to a deep understanding of the use of storytelling in promoting animal adoption and its practical implications.Item Tendências de consumo digital e seu impacto na promoção de álbuns físicos de K-POP: um estudo de caso sobre o álbum 'Get Up' do grupo Newjeans(2024-09-02) Costa, Felipe Gonçalves; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157K-pop, a South Korean musical genre, emerged in the late 1990s as part of the "Hallyu" movement, or "Korean wave," which propelled South Korean culture onto the global stage. The popularity of K-pop is due to its combination of diverse musical styles, complex choreography, high-production music videos, and highly trained artists, resulting in a significant influence on global entertainment production. Supported by the South Korean government, K-pop has transformed into an economic force, generating over $4.7 billion annually. This growth is driven by private companies that have invested in the country's culture and media export over the past 20 years. A notable aspect is the impact of K-pop on the revitalization of physical album sales, which, despite the digital boom, remain strong due to innovative marketing strategies and fan engagement. Record labels have adapted their promotion and sales strategies to the digital environment, using online platforms and social media to attract consumers, especially young people, who are the main audience of K-pop. This phenomenon reflects contemporary market dynamics and highlights the economic, social, and cultural impact of K-pop, which transcends geographical and cultural boundaries. This study, by analyzing the album "Get Up" by the group NewJeans, aims to explore how digital consumption trends are shaping the promotion and sales of physical albums in K-pop. The research seeks to provide valuable insights for marketing and promotion strategies in other cultural and creative industries.Item A transformação vibrante: um estudo sobre a evolução das cores nas campanhas publicitárias para o festival de Parintins(2023-12-10) Gonzaga, Rayne Batista; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395This article critically examines the process of adaptation of sponsoring brands to the vibrant Parintins Folk Festival, focusing on the color changes during the event. Considering the strong symbolism of the colors red (Boi Garantido) and blue (Boi Caprichoso) in the festival, the research seeks to understand how brands incorporate these traditions into their visual identities. The results aim to contribute to a deeper understanding of branding strategies in specific cultural contexts, providing valuable insights for the academic field and culturally conscious marketing practices.