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Authors
Abstract(s)
O presente trabalho de investigação tem como objectivo compreender de que forma o
storytelling digital pode ser uma mais valia para as marcas.
Procuramos circunscrever a análise teórica ao campo do stortytelling, branding, marketing de
conteúdos e storytelling digital para que se possa construir uma base científica para posterior
análise empírica das marcas Repetto, Carel e Josefinas. Baseando a investigação científica no
campo interpretativista, procurou-se perceber como é que storytelling pode ser indissociável
da comunicação humana e como pode atuar no contexto publicitário digital.
A análise qualitativa de texto é a abordagem escolhida para a análise dos estudos de caso e
procurou determinar se as marcas recorrem ao storytelling digital enquanto técnica de
marketing de conteúdos. Procurou-se também fazer uma análise comparativa entre as três
marcas para averigurar se alguma usa o storytelling de forma mais acentuada do que as
restantes.
This research work aims at understanding the ways in which digital storytelling can be a valuable asset for brands. Our theoretical analysis focuses on the fields of storytelling, branding, content marketing and digital storytelling in order to build up scientific grounds on which to sustain the empirical analysis of the Repetto, Carel and Josefinas brands. By focusing the scientific research on the interpretative field, we will attempt to understand how can storytelling be connected to human communication and how it can act in a digital advertisement context. Qualitative text analysis is the chosen approach for the case study analysis and it will attempt to show whether brands use digital storytelling as a content marketing technique. A comparative analysis of all three brands is also performed, in order to investigate whether any of them resorts to storytelling more often.
This research work aims at understanding the ways in which digital storytelling can be a valuable asset for brands. Our theoretical analysis focuses on the fields of storytelling, branding, content marketing and digital storytelling in order to build up scientific grounds on which to sustain the empirical analysis of the Repetto, Carel and Josefinas brands. By focusing the scientific research on the interpretative field, we will attempt to understand how can storytelling be connected to human communication and how it can act in a digital advertisement context. Qualitative text analysis is the chosen approach for the case study analysis and it will attempt to show whether brands use digital storytelling as a content marketing technique. A comparative analysis of all three brands is also performed, in order to investigate whether any of them resorts to storytelling more often.
Description
Keywords
Storytelling Histórias Narrativas Stories Repetto Carel Josefinas Marketing de conteúdos Branding Narratives Content marketing