COMUNICAÇÃO DE MERCADO E AS MANIFESTAÇÕES PERCEPTIVAS DAS MARCAS NAS REDES SOCIAIS VIRTUAIS São Bernardo

Detalhes bibliográficos
Ano de defesa: 2015
Autor(a) principal: Marquesi, Alexandre Cavalcanti lattes
Orientador(a): Galindo, Daniel dos Santos
Banca de defesa: Crescitelli, Edson, Markus, Kleber, Bueno, Wilson da Costa, Goulart, Elias
Tipo de documento: Tese
Tipo de acesso: Acesso aberto
Idioma: por
Instituição de defesa: Universidade Metodista de Sao Paulo
Programa de Pós-Graduação: Comunicacao Social
Departamento: Comunicacao Social:Programa de Pos Graduacao em Comunicacao Social
País: Brasil
Palavras-chave em Português:
Palavras-chave em Inglês:
Área do conhecimento CNPq:
Link de acesso: http://tede.metodista.br/jspui/handle/tede/1506
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.