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Publication
O incentivo ao engagement na brand experience: aplicação Cuckuu
| Name: | Description: | Size: | Format: | |
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| 1.08 MB | Adobe PDF |
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Abstract(s)
Observa-se cada vez mais o crescimento da consciência da importância de envolver clientes na busca e obtenção de uma maior vantagem competitiva. A brand experience, uma vertente do branding é uma tendência entre as empresas que veem um novo consumidor não apenas racional, mas também emocional e relacional. Podemos entender como uma estratégia para promover interação entre a marca, seus consumidores e parceiros. Através de experiências integrativas, ela gera valor e percepção emocional positiva, sendo uma das formas de relacionamento da marca com os seus públicos. Com a crescente popularidade do marketing baseado em experiências em vários campos, tornou-se possivel observar tambem a utilização de apps como uma das formas de interação para as experiências. Após a análise de estudos quantitativos relacionados ao tema, tornou-se possivel notar certa deficiência de estudos qualitativos no campo, e percebeu-se então uma oportunidade de aprofundamento no tema do engagement e apps em uma perspectiva diferente da comumente abordada. O presente estudo tem então como objetivo utilizar como base de estudo a aplicação Cuckuu para analisar e compreender através da análise de entrevistas narrativa com dez utilizadores da aplicação se é possivel observar através das analise das interações motivadas pela
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aplicação um incentivo ao engagement e interação com a marca na brand experience com a libertação de conteúdo em momentos programados e qual seu impacto nas sensações e mensagens transmitidas pelas diferentes combinações de elementos, na experiência da marca e nos seus públicos. A metodologia utilizada é a pesquisa qualitativa exploratória e os instrumentos metodológicos são: pesquisa bibliográfica e entrevistas narrativas. Após a análise das entrevistas e reações dos participantes ao ambiente e as interações com a aplicação. O presente estudo sugere que a utilização da aplicação em questão demonstra funcionar como catalizador das experiências incentivando o engagement do público.
There is an increasing awareness of the importance of involving customers in the search for and obtaining a greater competitive advantage. The brand experience, a branding strand is a trend among companies that see a new consumer not only rational, but also emotional and relational. We can understand how a strategy to promote interaction between the brand, its consumers and partners. Through integrative experiences, it generates value and positive emotional perception, being one of the forms of relationship of the brand with its public. With the growing popularity of marketing based on experiences in various fields, it has become possible to also observe the use of apps as one of the forms of interaction for the experiments. After the analysis of quantitative studies related to the theme, it became possible to note a certain deficiency of qualitative studies in the field, and it was then perceived an opportunity to deepen the theme of engagement and apps in a perspective different from the one commonly addressed. The purpose of the present study is to use the cuckuu app to analyze and understand through analysis of narrative interviews with ten users of the aplication, if it is possible to observe through the analysis of the interactions motivated by the application an incentive to the engagement and interaction with the brand in the brand experience with the liberation of content in scheduled moments and what its impact in the 11 sensations and messages transmitted by the different combinations of elements, in the experience of the brand and its audiences. The methodology used is exploratory qualitative research and the methodological tools are: bibliographic research and narrative interviews. After analyzing the interviews and reactions of the participants the study presented suggest that the use of the app in question proves to act as a catalyst for the experiences encouraging the engagement of the public.
There is an increasing awareness of the importance of involving customers in the search for and obtaining a greater competitive advantage. The brand experience, a branding strand is a trend among companies that see a new consumer not only rational, but also emotional and relational. We can understand how a strategy to promote interaction between the brand, its consumers and partners. Through integrative experiences, it generates value and positive emotional perception, being one of the forms of relationship of the brand with its public. With the growing popularity of marketing based on experiences in various fields, it has become possible to also observe the use of apps as one of the forms of interaction for the experiments. After the analysis of quantitative studies related to the theme, it became possible to note a certain deficiency of qualitative studies in the field, and it was then perceived an opportunity to deepen the theme of engagement and apps in a perspective different from the one commonly addressed. The purpose of the present study is to use the cuckuu app to analyze and understand through analysis of narrative interviews with ten users of the aplication, if it is possible to observe through the analysis of the interactions motivated by the application an incentive to the engagement and interaction with the brand in the brand experience with the liberation of content in scheduled moments and what its impact in the 11 sensations and messages transmitted by the different combinations of elements, in the experience of the brand and its audiences. The methodology used is exploratory qualitative research and the methodological tools are: bibliographic research and narrative interviews. After analyzing the interviews and reactions of the participants the study presented suggest that the use of the app in question proves to act as a catalyst for the experiences encouraging the engagement of the public.
Description
Keywords
Marketing relacional Experiência de marca Engagement Estratégias de comunicação Aplicações Cuckuu