Engajamento de marca a partir de vlogs patrocinados: um estudo netnográfico no YouTube

• Ano de defesa: 2022
• Autor(a) principal: Castro, Leonardo Colares
• Orientador(a): Cordeiro, Rafaela Almeida
• Banca de defesa: Almeida, Luciana Florêncio de, Rosenthal, Benjamin
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Administração em Gestão Internacional
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: engajamento de marca; vloggers;.comunidades online; youtube; netnografia
• Palavras-chave em Inglês: brand engagement; vloggers; online communities; youtube; netnography
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/641

It is observed that a large part of Brazilian companies and freelancers (75.5%) consider the engagement metric as fundamental in their analysis of social networks. The great challenge in this context is to keep the public engaged in the networks (69.4%). This challenge can be addressed through the relevance that digital influencers have on members of online communities as well as the way they interact with those members. YouTube data demonstrates the importance of analyzing this online community: it contains more than two billion users worldwide, is located in more than 100 countries, can be accessed in 80 different languages and has over a billion hours of video views daily. Thus, the objective of this study is to understand the process of brand engagement in online communities from sponsored vlogs. A qualitative research was carried out, with an exploratory character with an observational netnographic method, to analyze ten vlogs of the Bruno Formiga community, sponsored by the SofaScore company. In order to ensure the validity of the postings of the selected community as a research object, selection criteria were considered to reinforce their relevance to the study. The choice of the method aimed to analyze questions related to the interaction of the vlogger with the community to promote engagement through influencer generated content (IGC). It is necessary to analyze how companies can enhance engagement by choosing influencers that suit their paid sponsorship campaign strategies considering aspects such as differences between platforms, campaign intent, influencer expertise, hedonic value, interaction and campaign incentives. Because of this, content analysis was used as a data treatment technique to capture the relationships between the content generated by the community and the brand engagement generated by the members (channel comments on YouTube). The results reveal that from the vlogger's expertise, individual factors are generated, which are the comment profiles that trigger the dimensions and sub-dimensions of brand engagement. The results also show that influencers should consider historical period in the narratives of communities that have posts with hedonic value. The work contributes to the area of brand engagement by offering a theoretical model that links branded sponsored content and the types of member interactions with brand engagement, which is applicable to organizations in choosing communities for sponsored campaigns and to influencers in designing these campaigns. The validity of this research is determined by the need to analyze brand engagement in different online communities and by analyzing the dissemination of sponsored content by influencers and its impact as a route to brand engagement.