Detalhes bibliográficos
| Ano de defesa: |
2019 |
| Autor(a) principal: |
Lara, Caroline Gomes
 |
| Orientador(a): |
Pase, André Fagundes
|
| Banca de defesa: |
Não Informado pela instituição |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Pontifícia Universidade Católica do Rio Grande do Sul
|
| Programa de Pós-Graduação: |
Programa de Pós-Graduação em Comunicação Social
|
| Departamento: |
Escola de Comunicação, Arte e Design
|
| País: |
Brasil
|
| Palavras-chave em Português: |
|
| Área do conhecimento CNPq: |
|
| Link de acesso: |
http://tede2.pucrs.br/tede2/handle/tede/8788
|
Resumo: |
The great challenge of the advertising market is its own reinvention and the re-signification of its media to reach the consumer more effectively. In this context, chatbots are an alternative that combines advertising with pervasive and interactive aspects, in order to bring the brands closer to a real dialogue with their audience, providing significant experiences to consumers. The present study refers to the use of chatbots as an engagement strategy with the target audience. This study seeks to answer the following question: how do interactions through conversational bots shape contemporary practices of trademarks in a digital social network? To do so, the methodology chosen for this exploratory and qualitative research has, for data collection, bibliographic research and documentary research, and for the analysis of the data collected, cartography. Cyber and pervasive advertising, human-centered marketing, interaction, interactivity, technologies of the imaginary, mediatization processes and mediated communication through digital media are the themes that permeate this study. |
