Relações entre as redes sociais e as empresas no mercado
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Tipo
TCC
Data de publicação
2021-06-17
Periódico
Citações (Scopus)
Autores
Aukar, Mariana Scarabel de Andrade
Gomes, Matheus de Paula Souza
Hatisuka, Mellanie Sayuri Olivato
Gomes, Matheus de Paula Souza
Hatisuka, Mellanie Sayuri Olivato
Orientador
Santos, Mario Sérgio Correa dos
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Resumo
Este trabalho procura entender o engajamento que uma rede social pode gerar à uma marca quando atrelada a algum evento. O objetivo central do trabalho é analisar a influência do uso de hashtags para o aumento de engajamento à uma marca a partir de eventos televisivos e campanhas publicitárias. Foi realizado um estudo de caso na rede social Twitter. Focado em dados de três principais eventos que ocorreram no decorrer do ano de 2021, a noite do Oscar, a final do reality show Big Brother Brasil e a data comemorativa do Dia das Mães. A extração de dados foi feita via Interface de Programação para Aplicativos, popularmente conhecida como API, disponibilizada pelo próprio Twitter para fins de pesquisa, com o objetivo de analisar a interação dos patrocinadores dos eventos com os usuários da rede. Baseado nos resultados das análises percebe-se uma tendência de maior engajamento para as marcas quando as hashtags são atreladas a eventos televisivos.
This monograph seeks to understand the engagement social media is able to provide to a brand when associated with an event. The main goal lies on analyzing the influence of hashtags when it comes to increasing a brand’s engagement from televised events and advertising campaigns. A case study was carried out on the social network Twitter, surrounding data collected in three main events that took place in 2021, which includes the Oscar’s night, the Big Brother Brasil reality show finale and Mother’s Day celebration. Data extraction was done via Application Programming Interface, commonly known as API, which was provided by Twitter itself for research purposes, based on the intention of studying the interaction between sponsors and the network users. Considering the analysis results, it was noticed that a better engagement was reached when brands used hashtags during televised events.
This monograph seeks to understand the engagement social media is able to provide to a brand when associated with an event. The main goal lies on analyzing the influence of hashtags when it comes to increasing a brand’s engagement from televised events and advertising campaigns. A case study was carried out on the social network Twitter, surrounding data collected in three main events that took place in 2021, which includes the Oscar’s night, the Big Brother Brasil reality show finale and Mother’s Day celebration. Data extraction was done via Application Programming Interface, commonly known as API, which was provided by Twitter itself for research purposes, based on the intention of studying the interaction between sponsors and the network users. Considering the analysis results, it was noticed that a better engagement was reached when brands used hashtags during televised events.
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Palavras-chave
rede social , hashtags , social media