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Publication
O Humor na Comunicação Digital: o caso da marca Super Bock
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 10.19 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
As redes sociais vieram estabelecer-se como um novo canal de comunicação poderoso,
influenciando os comportamentos e costumes dos consumidores. O humor é muitas vezes
utilizado para captar a atenção dos potenciais e/ou clientes e com o surgimento do digital, há
mais uma arma poderosa para as pessoas se identificarem com as marcas. Neste seguimento,
este estudo de caso visa analisar o impacto digital da marca de cerveja Super Bock nas redes
sociais, mais especificamente no Facebook, com base no humor e impacto deste canal, junto
dos seus seguidores. A Super Bock é conhecida por muitos portugueses, não apenas pelos
seus produtos, mas também pela sua comunicação original, tanto nas redes sociais, como nos
anúncios televisivos e nos mupis, estando sempre por dentro dos assuntos da atualidade. Nas
redes sociais promovem conteúdos gráficos com humor e assinalam marcos importantes,
como datas comemorativas em Portugal e no Mundo. A Super Bock tem feito história pela
criatividade imaginativa da sua comunicação, por vezes muito perto do marketing de
emboscada. Com uma abordagem metodológica de natureza qualitativa, analisando o
Facebook da marca e realizado o focus group, pode concluir-se que há três pilares
fundamentais na consideração do humor, sendo estes: a relevância, o timing e a pertinência,
precisamente os aspetos em que a Super Bock emprega o humor. A sua comunicação é
reconhecida pelo público por ser humorística e os seguidores/consumidores sentem uma
grande proximidade com a marca, de cariz praticamente familiar. A Super Bock é
reconhecida pelos seus seguidores como uma uma cerveja de boa qualidade, o marketing da
marca é um dos principais fatores que faz com que esta cerveja seja a escolhida no momento
da compra em detrimento das outras marcas de cerveja.
The emergence of social networks has established itself as a powerful new channel of communication, influencing consumer behavior and customs. Humor is often used as a way to capture customers' attention and with the emergence of digital, this is another powerful weapon for people to identify with brands. On that account, this study aims to analyze the digital impact of the Super Bock beer on social networks, more specifically on Facebook, based on the impact and strategy of these channels with their followers. Super Bock is known by many Portuguese, not only for its products, but also for its ability to capture the attention of social network consumers, always being on top of the event, marking important milestones and promoting digital content with humor. Super Bock has made history by the imaginative creativity of its communication, sometimes very close to ambush marketing. With a methodological approach of a qualitative and demographic nature, analyzing Super Bock’s Facebook and the focus group, it can be concluded that there are three fundamental pillars in the consideration of humor: relevance, timing and pertinence, precisely the aspects that Super Bock uses in its humor. Their communication is recognized by the public for being humorous and the followers/consumers feel a big proximity to the brand, almost family related. Super Bock is recognized by its followers as a good quality beer, the brand's marketing is one of the main factors that makes this beer the chosen one at time of purchase over other beer brands.
The emergence of social networks has established itself as a powerful new channel of communication, influencing consumer behavior and customs. Humor is often used as a way to capture customers' attention and with the emergence of digital, this is another powerful weapon for people to identify with brands. On that account, this study aims to analyze the digital impact of the Super Bock beer on social networks, more specifically on Facebook, based on the impact and strategy of these channels with their followers. Super Bock is known by many Portuguese, not only for its products, but also for its ability to capture the attention of social network consumers, always being on top of the event, marking important milestones and promoting digital content with humor. Super Bock has made history by the imaginative creativity of its communication, sometimes very close to ambush marketing. With a methodological approach of a qualitative and demographic nature, analyzing Super Bock’s Facebook and the focus group, it can be concluded that there are three fundamental pillars in the consideration of humor: relevance, timing and pertinence, precisely the aspects that Super Bock uses in its humor. Their communication is recognized by the public for being humorous and the followers/consumers feel a big proximity to the brand, almost family related. Super Bock is recognized by its followers as a good quality beer, the brand's marketing is one of the main factors that makes this beer the chosen one at time of purchase over other beer brands.
Description
Keywords
Super Bock Humor Comunicação Redes Sociais Facebook