COMUNICAÇÃO MERCADOLÓGICA EM CELULARES: um panorama do mobile marketing brasileiro

• Ano de defesa: 2011
• Autor(a) principal: Ehrenberg, Karla Caldas
• Orientador(a): Galindo, Daniel dos Santos
• Banca de defesa: Casa, Alexandre Las, Josgrilberg, Fábio
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Metodista de São Paulo
• Programa de Pós-Graduação: PÓS GRADUAÇÃO EM COMUNICAÇÃO
• Departamento: Processo Comunicacionais
• País: BR
• Palavras-chave em Português: Comunicación mercadotécnica; mobile marketing; generación Internet; hipermedios
• Palavras-chave em Inglês: Marketing communication; mobile marketing; Internet generation; hypermedia
• Área do conhecimento CNPq: CNPQ::CIENCIAS HUMANAS
• Link de acesso: http://tede.metodista.br/jspui/handle/tede/929

The main aim of this research is analyzing the marketing communication processes that use mobile phones as publicizing platform. The research intent is to know which mobile marketing practices has been carried out in Brazil and how developed contents for mobiles are used in business disclosure. The connected young consumer s characteristics, drawing attention to their self-assurance to transit in new media, and companies forms to communicate with these consumers are part of the subject broached in this study. In depth interviews with professional s area were used as methodology for this qualitative research of exploratory character and the bibliography and documentary resources were served as basis for analysis of interviews. The research has identified that movable communication universe is fundamental to develop campaigns that provide experience with brands and offer relevant contents for consumers. Nevertheless, some technological hurdles do not allow at the moment that actions be expanded to all the Brazilian consumers who have a cellular phone.