Loading...
Publication
Estratégia de conteúdo digital para manutenção do Engagement de Consumidores Low Cost: um estudo de caso da Gol Linhas Aéreas
Authors
Advisor(s)
Abstract(s)
A mudança na economia mundial dos últimos anos, deu vasão ao surgimento de companhias de baixo custo, criando uma forte concorrência, principalmente em termos de comunicação com o consumidor, iniciando uma corrida em busca da atenção, satisfação e retenção de seus clientes. Com a democratização da Internet e o avanço das redes sociais, o relacionamento e a comunicação entre empresas e consumidores, ficou mais dinâmico, pois promoveu o acesso à informação com mais facilidade. Neste contexto, o marketing digital tem sido uma abordagem muito útil pois com a utilização de canais digitais é possível atingir um grande número de usuários, obter resultados mensuráveis em tempo real e assim traçar estratégias cada vez mais eficazes para o engagement. Além disso, com o cenário atual onde o mundo está passando por uma fase de clausura, devido à disseminação do Covid-19 (Coronavirus), manter-se na mente do consumidor é um desafio para as companhias aéreas que neste momento estão numa constante luta para a própria sobrevivência. Assim, este trabalho buscou responder a seguinte questão: Qual é a estratégia de conteúdo utilizada pela Gol Linhas Aéreas para manter o engagement em suas redes sociais durante a crise global do Covid-19? A metodologia adotada teve como abordagem um estudo de caso realizado sobre a empresa GOL Linhas Aéreas. Para que a pesquisa se enquadrasse ao momento de crise a que se propôs analisar, o conteúdo manuseado se restringiu aos posts feitos pela Gol Linhas Aéreas em suas redes sociais no período de início da crise do Covid-19 no Brasil, em março de 2020 indo até o mês de maio do mesmo ano. A técnica utilizada foi a análise de conteúdo que possui um viés qualitativo e demanda alto grau de interpretação do pesquisador. A amostra estipulada foi composta por 139 publicações feitas pela Gol em suas redes sociais no período de 14 de março a 20 de maio de 2020. Após análise foi possível perceber que a estratégia utilizada pela Gol Linhas Aéreas em meio a pandemia do Covid-19 consistiu essencialmente em informar os consumidores sobre suas políticas, assim como tranquilizá-los em relação a prevenção e segurança da empresa durante uma viagem. Pôde-se perceber também que os seguidores da Gol valorizam este tipo de conteúdo assim como ações em relação aos profissionais de saúde e ao combate ao Coronavírus. Concluiu-se ainda, que conteúdos em vídeo possuem maior engagement à medida que são de fácil entendimento, mais dinâmicos e transmitem a informação de forma mais rápida e direta. Mas por outro lado foi possível analisar que o YouTube, mesmo sendo uma plataforma de vídeo é a rede social com menor número de publicações e menor número de seguidores.
The change in the world economy in recent years has given rise to the emergence of low cost companies, creating strong competition, mainly in terms of communication with the consumer, starting a race for the attention, satisfaction and retention of its customers. With the democratization of the Internet and the advancement of social networks, the relationship and communication between companies and consumers became more dynamic, as it promoted access to information easily. In this context, digital marketing has been a very useful approach because with the use of digital media it is possible to reach a large number of users, obtain measurable results in real time and thus outline increasingly effective strategies for engagement. Furthermore, with the current scenario where the world is going through a phase of closure, due to the spread of Covid-19 (Coronavirus), staying in the consumer's mind is a challenge for airlines that are currently in a constant struggle for survival itself. Thus, this work sought to answer the following question: What is the content strategy used by Gol Linhas Aéreas to maintain engagement in its social networks during the global crisis of Covid-19? The methodology adopted was based on a case study carried out on the company Gol Linhas Aéreas. In order for the research to fit the moment of crisis it was proposed to analyze, the content handled was restricted to posts made by the company on its social networks in the period of the beginning of the Covid-19 crisis in Brazil, in March 2020 going until the month of May of the same year. The technique used was content analysis that has a qualitative bias and demands a high degree of interpretation from the researcher. The stipulated sample consisted of 139 publications made by Gol on its social networks from March 14 to May 20, 2020. After analysis it was possible to notice that the strategy used by Gol Linhas Aéreas in the midst of the Covid-19 pandemic consisted of essentially informing consumers about their policies, as well as reassuring them about the prevention and safety of the company while traveling. It could also be seen that the followers of Gol value this type of content as well as actions in relation to health professionals and the fight against Coronavirus. It was also concluded that video content is more engaged as it is easy to understand, more dynamic and transmits information more quickly and directly. On the other hand, it was possible to analyze that YouTube, even though it is a video platform, is the social network with the least number of publications and the least number of followers.
The change in the world economy in recent years has given rise to the emergence of low cost companies, creating strong competition, mainly in terms of communication with the consumer, starting a race for the attention, satisfaction and retention of its customers. With the democratization of the Internet and the advancement of social networks, the relationship and communication between companies and consumers became more dynamic, as it promoted access to information easily. In this context, digital marketing has been a very useful approach because with the use of digital media it is possible to reach a large number of users, obtain measurable results in real time and thus outline increasingly effective strategies for engagement. Furthermore, with the current scenario where the world is going through a phase of closure, due to the spread of Covid-19 (Coronavirus), staying in the consumer's mind is a challenge for airlines that are currently in a constant struggle for survival itself. Thus, this work sought to answer the following question: What is the content strategy used by Gol Linhas Aéreas to maintain engagement in its social networks during the global crisis of Covid-19? The methodology adopted was based on a case study carried out on the company Gol Linhas Aéreas. In order for the research to fit the moment of crisis it was proposed to analyze, the content handled was restricted to posts made by the company on its social networks in the period of the beginning of the Covid-19 crisis in Brazil, in March 2020 going until the month of May of the same year. The technique used was content analysis that has a qualitative bias and demands a high degree of interpretation from the researcher. The stipulated sample consisted of 139 publications made by Gol on its social networks from March 14 to May 20, 2020. After analysis it was possible to notice that the strategy used by Gol Linhas Aéreas in the midst of the Covid-19 pandemic consisted of essentially informing consumers about their policies, as well as reassuring them about the prevention and safety of the company while traveling. It could also be seen that the followers of Gol value this type of content as well as actions in relation to health professionals and the fight against Coronavirus. It was also concluded that video content is more engaged as it is easy to understand, more dynamic and transmits information more quickly and directly. On the other hand, it was possible to analyze that YouTube, even though it is a video platform, is the social network with the least number of publications and the least number of followers.
Description
Keywords
Marketing Digital Companhias Aéreas Low Cost Engagement Estratégia de Conteúdo