Detalhes bibliográficos
Ano de defesa: |
2015 |
Autor(a) principal: |
Marquesi, Alexandre Cavalcanti
 |
Orientador(a): |
Galindo, Daniel dos Santos |
Banca de defesa: |
Crescitelli, Edson,
Markus, Kleber,
Bueno, Wilson da Costa,
Goulart, Elias |
Tipo de documento: |
Tese
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Tipo de acesso: |
Acesso aberto |
Idioma: |
por |
Instituição de defesa: |
Universidade Metodista de Sao Paulo
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Programa de Pós-Graduação: |
Comunicacao Social
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Departamento: |
Comunicacao Social:Programa de Pos Graduacao em Comunicacao Social
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País: |
Brasil
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Palavras-chave em Português: |
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Palavras-chave em Inglês: |
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Área do conhecimento CNPq: |
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Link de acesso: |
http://tede.metodista.br/jspui/handle/tede/1506
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Resumo: |
This study aims to prove the existence of the interference of opinion leaders in brand communication with consumers (opinion leaders, here in this study, we understand as a person who generate influence on groups of people that discuss a particular subject). We mapped the impact of the interference mentioned above and found out five major significant events of reflections on the brand. The theoretical framework consists of contemporary authors, and is based on the study of the perspective of marketing communication, cyber culture, micro-power, machine dependency and psych technology. The form of the study evidence consisted of methodologies comprising historiographical study, case study and focus groups. (comes before the methodology). We achieved the initials objectives and proved the existence of the interference of the opinion leader in brand communication with consumers. |