Branding, marketing de conteúdo e pandemia: criar conteúdo é vivência

Abstract

The present work is a multiple case study that seeks to answer the following question: what strategies were used by brands to produce relevant content amid the saturation of information within a pandemic context? Based on this, I analyze the methods of producing content and the public's perceptions about the saturation of information within a pandemic context, based on the Instagram of the brands Karly Marques Fotografia and Não Dinheiro, chosen because they use marketing as their main strategy. of content. As specific objectives of this monograph, there are: (I) Identifying the content marketing strategies adopted by the companies Karly Marques Fotografia and Não Dinheiro Clothes on Instagram; (II) Understand how themes are chosen for content production and (III) Check how content producers perceive the content received by consumers. Information was collected with the companies through in-depth interviews and the analyzes were carried out within a pandemic context, due to the transformations in digital marketing as a result of a great adherence to social media, taking into account in this study the years 2020, 2021 and 2022. As a theoretical contribution, I approach the themes of digital marketing and content marketing on Instagram, based on the authors Gabriel (2010), Kotler, Kartajaya and Setiawan (2017, 2021), Kotler (2006, 2019), Kotler and Keller (2006), Torres (2009), Rez (2016) and Recuero (2009). This research is divided into five chapters, where in chapter two I discuss marketing and social media and in chapter three on brand and consumer, the fourth chapter is focused on my methodology of multiple case studies.