Competing online: a netnographic study on twitch influencers

Detalhes bibliográficos
Ano de defesa: 2018
Autor(a) principal: Uva, Domenico
Orientador(a): Rosenthal, Benjamin
Banca de defesa: Não Informado pela instituição
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: eng
Instituição de defesa: Não Informado pela instituição
Programa de Pós-Graduação: Não Informado pela instituição
Departamento: Não Informado pela instituição
País: Não Informado pela instituição
Palavras-chave em Português:
Influenciador
Esporte
Comunidade virtual
Palavras-chave em Inglês:
Influencers
Esport
Twitch
Virtual community
Link de acesso: http://hdl.handle.net/10438/25851
Resumo: The research, through the analysis of four influencers and the interviews of their staff members aimed to outline the most successful strategies used in building strong personal brands and the related communities. After having highlighted the baseline strategy, namely the practice of sharing specific values and experience to bond the community together, the research distinguished four different ideal profiles to inspire the neophytes, based on real effective cases.
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spelling Uva, DomenicoEscolas::EAESPPereira, Luís HenriqueMiguel, Lilian Aparecida PasquiniRosenthal, Benjamin2019-01-08T20:06:14Z2019-01-08T20:06:14Z2018-11-21http://hdl.handle.net/10438/25851The research, through the analysis of four influencers and the interviews of their staff members aimed to outline the most successful strategies used in building strong personal brands and the related communities. After having highlighted the baseline strategy, namely the practice of sharing specific values and experience to bond the community together, the research distinguished four different ideal profiles to inspire the neophytes, based on real effective cases.A pesquisa, através da análise de quatro influenciadores e as entrevistas de seus funcionários, teve como objetivo delinear as estratégias mais bem sucedidas usadas na construção de marcas pessoais fortes e comunidades relacionadas. Depois de ter destacado a estratégia de referência, ou seja, a prática de compartilhar valores e experiências específicas para unir a comunidade, a pesquisa distinguiu quatro diferentes perfis ideais para inspirar os neófitos, com base em casos reais e efetivos.engInfluencersEsportTwitchVirtual communityInfluenciadorEsporteComunidade virtualAdministração de empresasMarketing de relacionamentoClientes - FidelizaçãoMídia socialVideo gamesCompeting online: a netnographic study on twitch influencersinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVTEXTDomenico Uva_Dissertation_2018.pdf.txtDomenico Uva_Dissertation_2018.pdf.txtExtracted texttext/plain100587https://repositorio.fgv.br/bitstreams/1b1945ee-acfb-4da4-b51a-3f7dc25e9083/downloada4470217a178b454b6bd4e9b0d8ae63fMD513ORIGINALDomenico 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dc.title.eng.fl_str_mv Competing online: a netnographic study on twitch influencers
title Competing online: a netnographic study on twitch influencers
spellingShingle Competing online: a netnographic study on twitch influencers
Uva, Domenico
Influencers
Esport
Twitch
Virtual community
Influenciador
Esporte
Comunidade virtual
Administração de empresas
Marketing de relacionamento
Clientes - Fidelização
Mídia social
Video games
title_short Competing online: a netnographic study on twitch influencers
title_full Competing online: a netnographic study on twitch influencers
title_fullStr Competing online: a netnographic study on twitch influencers
title_full_unstemmed Competing online: a netnographic study on twitch influencers
title_sort Competing online: a netnographic study on twitch influencers
author Uva, Domenico
author_facet Uva, Domenico
author_role author
dc.contributor.unidadefgv.por.fl_str_mv Escolas::EAESP
dc.contributor.member.none.fl_str_mv Pereira, Luís Henrique
Miguel, Lilian Aparecida Pasquini
dc.contributor.author.fl_str_mv Uva, Domenico
dc.contributor.advisor1.fl_str_mv Rosenthal, Benjamin
contributor_str_mv Rosenthal, Benjamin
dc.subject.eng.fl_str_mv Influencers
Esport
Twitch
Virtual community
topic Influencers
Esport
Twitch
Virtual community
Influenciador
Esporte
Comunidade virtual
Administração de empresas
Marketing de relacionamento
Clientes - Fidelização
Mídia social
Video games
dc.subject.por.fl_str_mv Influenciador
Esporte
Comunidade virtual
dc.subject.area.por.fl_str_mv Administração de empresas
dc.subject.bibliodata.por.fl_str_mv Marketing de relacionamento
Clientes - Fidelização
Mídia social
Video games
description The research, through the analysis of four influencers and the interviews of their staff members aimed to outline the most successful strategies used in building strong personal brands and the related communities. After having highlighted the baseline strategy, namely the practice of sharing specific values and experience to bond the community together, the research distinguished four different ideal profiles to inspire the neophytes, based on real effective cases.
publishDate 2018
dc.date.issued.fl_str_mv 2018-11-21
dc.date.accessioned.fl_str_mv 2019-01-08T20:06:14Z
dc.date.available.fl_str_mv 2019-01-08T20:06:14Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10438/25851
url http://hdl.handle.net/10438/25851
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.source.none.fl_str_mv reponame:Repositório Institucional do FGV (FGV Repositório Digital)
instname:Fundação Getulio Vargas (FGV)
instacron:FGV
instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
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collection Repositório Institucional do FGV (FGV Repositório Digital)
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