Análise das estratégias discursivas utilizadas como marketing no Facebook da Athena Livraria de Santa Maria

Abstract

The appropriation of social networks for dissemination, product marketing and customer relationships is paramount in today's interactive ambience, connected and thirsty for novelties of the market. The digital marketing comes to support this task through promotion strategies. In this sense, the aim of this study was to identify what are the discursive strategies published in the Athena Livraria fanpage on Facebook, listing different categories of analysis. For this, the methodology used was the discursive analysis (MANHÃES, 2012) and in-depth interviews (DUARTE, 2012) with the co-owner and manager of company's social networking. From this, we conclude that the Athena Livraria still uses traditional and digital marketing to circulate their strategies, and marketing 3.0 still is an experimental feature for the company.