Thesis (M. Consumer Science)--North-West University, Potchefstroom Campus, 2009.

Thesis (M. Consumer Science)--North-West University, Potchefstroom Campus, 2009.

Submitted by Chaylane Marques (chaylane.marques@ufpe.br) on 2015-03-04T18:58:59Z No. of bitstreams: 2 Dissertação OLGA SIQUEIRA.pdf: 2877147 bytes, checksum: 54cecda4e13ab5468e5a4318e50b50f3 (MD5) license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) / Made available in DSpace on 2015-03-04T18:58:59Z (GMT). No. of bitstreams: 2 Dissertação OLGA SIQUEIRA.pdf: 2877147 bytes, checksum: 54cecda4e13ab5468e5a4318e50b50f3 (MD5) license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Previous issue date: 2013 / Esta pesquisa analisa se a publicidade lúdica presente nos Jogos Sociais, modalidade vinculada aos sites de redes sociais, pode se configurar como um espaço propício e rentável para as práticas interacionais associadas aos quatro níveis de engajamento digital com as marcas. As práticas de socialização, competição e cooperação, inerentes a esse tipo de entretenimento, foram investigadas com o intuito de fornecer pistas para a elaboração de estratégias publicitárias que acionem os diferentes graus de engajamento digital dos jogadores. O envolvimento, marcado pelo contato; a interação, atrelada à ação; a intimidade, associada ao sentimento; e a influência, relacionada à recomendação constituem o arcabouço empírico pesquisado através de uma metodologia de pesquisa híbrida. À luz da abordagem das redes sociais no ciberespaço (WELLMAN & BERKOWITZ, 1988; RECUERO, 2009), uma análise foi feita após aplicação de um questionário eletrônico através dos principais canais de conversação do ambiente digital, complementarmente à observação participante de comunidades virtuais especializadas em jogos digitais.

Submitted in accordance with the requirements for the degree of Doctor of Philosophy in Communication Science at the University of Zululand, 2011. / This study explores how new technologies are being adapted to advance and retain their market segment.

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This study examined consumer attitude towards adding branded quick-service items on domestic airline in-flight menus with the aim of assessing the variables of perceived customer value and customer satisfaction. A random sample of one hundred sixteen frequent flyers residing in the United States participated in the study. An examination of consumer attitude towards branded quick-service menu items if introduced on domestic in-flight menus was performed. Multiple regression analysis was used to determine which of the four relationships was the most significant. The results showed that frequent flyer satisfaction with branded quick-service food items had the most significant relationship with perceived satisfaction of adding branded quick-service foods to coach class in-flight meal service.

Content marketing is a popular marketing strategy, which has increased significantly during the last years. The term content marketing is new but companies have been working with parts of the strategy for decades. The new digital era changed the communication from a one-way to a two-way communica- tion. Customers now have a demand for relevant content that is valuable for them. The purpose of this dissertation is to develop an understanding of this marketing strategy, and clarify the key dimensions that distinguish content marketing from other marketing strategies. This thesis rests on a realistic philosophy with an abductive approach. Based on previous research different definitions of the marketing strategy are used to develop a model of the key dimensions of content marketing. A qualitative data collection with semi-structured interviews is performed on seven participants in order to explore what is seen as important aspects, and to gather new insight about the unclear marketing strategy. The findings indicate a differentiation between companies, but there is a consensus of the most im- portant aspects. Findings of how the strategy is done results in a new model, and a new definition of the marketing strategy. Suggestions for further research include examining how companies measure con- tent marketing. The results contribute with a clarification and further description of what content marketing is, and the most important aspects to consider when working with the strategy. The results of this study are useful as a guideline for people starting to work with content marketing, with the aim to understand the market- ing strategy.

The purpose of this study was to explore the integration of a branded retail application in physical stores. Doing so, this study was conducted with a qualitative and abductive approach in the form of a case study focusing on H&M. The empirical material was collected through think-aloud observations and semi-structured interviews with 22 participants in total. The theoretical framework consisted of 6 aspects related to smart customer experience, including convenience and time convenience, personalisation, interactivity, control, usefulness, and involvement. Furthermore, the concept of the purchase decision process was also included in the theoretical framework. Five themes regarding the usage of the branded retail application in physical stores was found, including prior store visit usage and in-store usage, in-store information, selective information, visualisation of items in-store, and in-store communication. From this, it was concluded that using the app in-store provide several benefits depending on how the app is used. This leads to the conclusion that the app influences in different phases of the purchase decision process.

Submitted by Caroline Xavier (caroline.xavier@pucrs.br) on 2017-09-12T12:16:41Z No. of bitstreams: 1 DIS_MARCEL_VIERO_COMPLETO.pdf: 7949872 bytes, checksum: e9446a7629852c1c2b6566b868f0f8f1 (MD5) / Made available in DSpace on 2017-09-12T12:16:42Z (GMT). No. of bitstreams: 1 DIS_MARCEL_VIERO_COMPLETO.pdf: 7949872 bytes, checksum: e9446a7629852c1c2b6566b868f0f8f1 (MD5) Previous issue date: 2017-07-28 / The dissertation is about Branded Entertainment in the television of Brazil from an advertising campaign of Combat to Cancer of Mama launched in 2015. The case was exhibited outside the commercial brake and within the program Fant?stico of the open channel of the Globo Network, in the year in which the ?Fashion Target? campaign would celebrate twenty years in the country. The commercial brake and the advertising that runs between entertainments were investigated by the research. The theoretical framework that bases the research starts on leisure and social with Dumazedier (1973) and entertainment with Cobra (2008), Dyer (2005), Parreno (2010), Mackee et al (2014) and Hackley (2015). Machado (2009), Marcondes (2002) and Kotler (2010) support advertising and Wolf (2015) television in the digital age. Reis e Silva (2009) offers an initial methodological model for analysis of the entertainment product and the case of Branded Entertainment. The objective aspects regarding the production, distribution and exhibition of entertainment and subjective ones with the content of this product are observed in the analysis, that proposes to understand also the roles of the partners in this process. Television channels, digital influencers and producers of audiovisual entertainment content could also act in Branded Entertainment establishing another kind of commercial relations that still in evolution process. / Esta disserta??o tem como tema de pesquisa o Branded Entertainment na televis?o aberta do Brasil, a partir da campanha publicit?ria de Combate ao C?ncer de Mama que aconteceu em 2015. O caso foi exibido fora do intervalo comercial e dentro do programa Fant?stico do canal aberto da Rede Globo, no ano em que a campanha do ?Alvo da Moda? comemoraria vinte anos de atua??o no pa?s. O intervalo comercial e a publicidade que atua fora dele s?o investigados pela pesquisa. O referencial te?rico que fundamenta a pesquisa parte do lazer em Dumazedier (1973) e do entretenimento com Cobra (2008), Dyer (2005), Parreno (2010), Mackee et al (2014) e Hackley (2015). Machado (2009), Marcondes (2002) e Kotler (2010) sustentam a publicidade e Wolf (2015) a televis?o na era digital. Reis e Silva (2009) oferece um modelo metodol?gico inicial para an?lise do produto de entretenimento e do caso de Branded Entertainment. Aspectos objetivos referentes ? produ??o, distribui??o e exibi??o do entretenimento e subjetivos com rela??o ao conte?do deste produto s?o observados na an?lise, que prop?e entender tamb?m os pap?is dos colaboradores neste processo. Canais de televis?o, influenciadores e produtores de conte?do de entretenimento audiovisual atuam no Branded Entertainment formando rela??es que fogem do convencional.

Esse trabalho analisa a publicidade apresentada sob a forma de conteúdo produzida por quatro marcas brasileiras, veiculada no Youtube durante o período compreendido entre 2012 e 2016. O objetivo é estudar o conteúdo de marca, verificando suas definições, sua relevância, as características de sua mensagem e sua presença na expressividade marcária. Para isso, nossa pesquisa traça um panorama sobre a sociedade contemporânea, colocando em discussão conceitos sobre os tempos atuais e suas definições por diversos autores, que têm em comum o consenso sobre a mudança na relação com o tempo, com o espaço e um maior individualismo. Feito isso, problematizamos também a inserção do consumo e sua centralidade em virtude das transformações sociais. Além disso, estudamos a evolução da publicidade brasileira até chegar ao conceito do conteúdo de marca, debatendo antes questões relativas a outros formatos que se assemelham a ele, como o Product Placement. Acerca do conteúdo de marca discutimos sua estrutura, cuja constituição apoia-se nos vetores persuasão, entretenimento, interação e compartilhamento. Antes de avançarmos à análise, colocamos questões relativas ao reconhecimento mercadológico acerca do conteúdo de marca, por meio das premiações e de um olhar sobre a regulamentação da publicidade brasileira. A partir daí, propomos uma análise de conteúdo para selecionar os materiais mais relevantes nos canais das marcas: Itaú e Skol (marcas que integram o ranking das dez mais valiosas do país), Vivo e O Boticário (marcas que se destacaram nos últimos anos por conteúdos veiculados, principalmente, na internet). Essa etapa permitiu escolher, dentre os 298 vídeos, 24 peças para análise. Eles são analisados a partir dos princípios da semiótica da marca e da circulação midiática, verificando a manifestação dos quatro vetores da constituição do conteúdo de marca em sua estrutura. Para finalizar, apresentamos uma representação visual dos quatro vetores, por meio de gráfico de radar, para cada uma das marcas selecionadas. Os resultados obtidos apontaram para ampla presença do conteúdo de marca, ainda que a maioria das marcas apoie sua comunicação sobre os atributos da persuasão, com grande ênfase para o entretenimento, explorando pouco a interação e o compartilhamento. / This work analyzes the advertising presented in the form of content produced by four Brazilian brands, transmitted on YouTube during the period between 2012 and 2016. The objective is to study branded content, verifying its definitions, its relevance, the characteristics of its message and its presence in brand expressivity. For this, our research traces a panorama about the contemporary society, putting in discussion concepts about the present times and its definitions by diverse authors, who have in common the consensus on the change in the relation with time, with space and a bigger individualism. Once we have done this, we also problematize the insertion of consumption and its centrality by virtue of social transformations. In addition, we study the evolution of Brazilian advertising to the concept of branded content, discussing issues related to other formats that resemble it, such as Product Placement. About branded content we discuss its structure, whose constitution relies on the vectors of persuasion, entertainment, interaction and sharing. Before we proceed to the analysis, we also discuss issues related to the market recognition of branded content, through awards and a look at the regulation of Brazilian advertising. From there, we propose a content analysis to select the most relevant materials in the channels of brands: Itaú and Skol (that integrates the ranking of the ten most valuable brands in the country), Vivo and O Boticário (brands that stood out in recent years for Content aired mainly on the internet). This stage allowed to choose, among the 298 videos, 24 pieces for analysis. They are analyzed from the principles of brand semiotics and media circulation, verifying the manifestation of the four vectors of the constitution of the branded content in its structure. Finally, we present a visual representation of the four vectors, by means of a radar chart, for each of the selected brands. The results obtained pointed to the wide presence of branded content, although most brands fit their communication on the attributes of persuasion, with great emphasis on entertainment, and a lower exploring of interaction and sharing.