Buzz marketing e influenciadores: uma estratégia para atingir o consumidor na era digital
Data
2023-12-05
Autores
Senzaki, Milena Kazumi 
Orientadores
Barros, Regina da Silva de Camargo
Tipo
Trabalho de conclusão de curso
Título da Revista
ISSN da Revista
Título de Volume
Resumo
O presente trabalho busca investigar e analisar estratégias de Buzz marketing, que se caracteriza por ser uma abordagem inovadora que tem transformado a maneira como as marcas se conectam com seu público-alvo. O Buzz marketing envolve a criação de um zumbido ou burburinho em torno de um produto ou serviço, aproveitando as redes sociais e outras formas de mídia para gerar interesse e
engajamento.
O objetivo principal deste estudo é caracterizar o Buzz Marketing diferenciando do Marketing Viral através de estudos de casos, onde foi analisado diferentes campanhas, destacando as estratégias empregadas. Serão abordados elementos-chave, como a identificação, a diferenciação da estratégia, o uso das redes sociais e a criação de conteúdo viral.
A metodologia adotada incluirá uma revisão extensiva da literatura sobre Buzz Marketing, bem como uma análise aprofundada de casos específicos de empresas que alcançaram êxito nessa prática. A pesquisa buscará identificar padrões e estratégias comuns utilizadas por essas organizações para criar um Buzz positivo em torno de seus produtos e serviços.
Os resultados esperados incluem insights valiosos para profissionais de marketing, publicitários e gestores de marcas que buscam explorar o potencial dessa estratégia além da confecção de estudos que buscam enriquecer a comunidade académica. Além disso, a pesquisa pretende fornecer uma visão abrangente sobre o papel do Buzz marketing no cenário atual, destacando sua influência na formação da
percepção do consumidor e na construção de marcas sólidas.
The presente study aims to investigate and analyze Buzz Marketing strategies, characterized by being an innovative approach that has transformed the way brands connect with their target audience. Buzz Marketing involves creating a buzz or excitement around a product or service, leveraging social networks and others forms of media to generate interest and engagement. The main objective of this study is to characterize buzz marketing, differentiating it from viral marketing through case studies where various campaigns have been analyzed, highlighting the employed strategies. Key elements, such as identification, differentiation of strategies, the use of social networks, and the creation of viral content, will be addressed. The adopted methodology will include an extensive literature review on buzz marketing, as well as an in-depth analysis of specific cases of companies that have succeeded in this practice. The research aims to identify patterns and commom strategies used by these organizations to create a positive buzz around their products and services. The expected results include valuable insights for marketing professionals, advertisers, and brand managers seeking to explore the potential of this strategy beyoud the creation of studies that aim to enrich the academic community. Additionally, the reserch aims to provide a comprehensive view of the role of buzz marketing in the current landscape, highlighting its influence on shaping consumers perception and building strong brands.
The presente study aims to investigate and analyze Buzz Marketing strategies, characterized by being an innovative approach that has transformed the way brands connect with their target audience. Buzz Marketing involves creating a buzz or excitement around a product or service, leveraging social networks and others forms of media to generate interest and engagement. The main objective of this study is to characterize buzz marketing, differentiating it from viral marketing through case studies where various campaigns have been analyzed, highlighting the employed strategies. Key elements, such as identification, differentiation of strategies, the use of social networks, and the creation of viral content, will be addressed. The adopted methodology will include an extensive literature review on buzz marketing, as well as an in-depth analysis of specific cases of companies that have succeeded in this practice. The research aims to identify patterns and commom strategies used by these organizations to create a positive buzz around their products and services. The expected results include valuable insights for marketing professionals, advertisers, and brand managers seeking to explore the potential of this strategy beyoud the creation of studies that aim to enrich the academic community. Additionally, the reserch aims to provide a comprehensive view of the role of buzz marketing in the current landscape, highlighting its influence on shaping consumers perception and building strong brands.
Descrição
Citação
SENZAKI, Milena Kazumi. Buzz Marketing e influenciadores: uma estratégia para atingir o consumidor na era digital, 2023. Trabalho de conclusão de curso (Bacharelado em ADMINISTRAÇÃO) – Universidade Federal de São Paulo, Escola Paulista de Política, Economia e Negócios, Osasco, 2023.