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Publication
A ativação da marca IKEA no meio digital
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.18 MB | Adobe PDF |
Authors
Abstract(s)
A importância do marketing digital está aliada à possibilidade de interação e relacionamentos de proximidade dos consumidores com as marcas e dos consumidores entre si. As empresas multinacionais como a IKEA participam ativamente no meio digital, implementam estratégias de marketing que envolvem e ativam os consumidores levando-os a experienciar a marca. A investigação no domínio da ativação da marca em contexto digital é escassa. O objetivo geral do estudo consiste em conhecer os processos de ativação da marca IKEA em contexto digital, especificamente pretende conhecer os objetivos, as etapas e as práticas envolvidas neste processo. Foi realizado um estudo de caso, através de uma abordagem qualitativa, com recolha de dados através de entrevista semiestruturada e análise de conteúdo das atividades da marca no meio digital. Os resultados levam-nos a concluir que a ativação da marca IKEA no meio digital é consistente com os processos e práticas referenciadas na literatura.
The importance of digital marketing is connected to the possibility of interaction and close relationships between consumers and brands and in between consumers. Multinational companies such as IKEA actively participate in the digital environment, implementing marketing strategies to engage and activate consumers, taking them to experience the brand. Research in the field of brand activation in a digital context is scarce. The general objective of the study is to know the brand activation process of IKEA in the digital context, specifically it intends to know the objectives, steps and practices involved in this process. A qualitative research was carried out, with data collection through a semi-structured interview and content analysis of the brand's activities in the digital environment. The results are consistent with the analysis model established with the literature review.
The importance of digital marketing is connected to the possibility of interaction and close relationships between consumers and brands and in between consumers. Multinational companies such as IKEA actively participate in the digital environment, implementing marketing strategies to engage and activate consumers, taking them to experience the brand. Research in the field of brand activation in a digital context is scarce. The general objective of the study is to know the brand activation process of IKEA in the digital context, specifically it intends to know the objectives, steps and practices involved in this process. A qualitative research was carried out, with data collection through a semi-structured interview and content analysis of the brand's activities in the digital environment. The results are consistent with the analysis model established with the literature review.
Description
Keywords
Ativação da marca Digital Marketing digital Experiência