Impactos da pandemia de covid-19 nos eventos culturais brasileiros: adaptação e uso de lives como estratégias de marketing digita
The health crisis caused by COVID-19 has had a profound impact on Brazilian cultural events, restricting public presence and imposing social distancing measures. The aim is to answer how the COVID 19 pandemic crisis affected cultural events and how lives on YouTube influenced consumers' experience a...
| Autor principal: | Gonçalves, Isabelle Vitória de Castro |
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| Grau: | Artigo |
| Idioma: | por |
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Brasil
2024
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http://riu.ufam.edu.br/handle/prefix/8384 |
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oai:localhost:prefix-83842025-03-10T21:15:18Z Impactos da pandemia de covid-19 nos eventos culturais brasileiros: adaptação e uso de lives como estratégias de marketing digita Gonçalves, Isabelle Vitória de Castro Souza, Alexandre Pirangy de http://lattes.cnpq.br/5052662722057670 Chaves, Hilmar Tadeu Mendes, Sérgio Augusto Tôrres Souza, Karina Medeiros Pirangy de alexandre_pirangy@ufam.edu.br Lives Eventos culturais Marketing digital Pandemia CIENCIAS SOCIAIS APLICADAS: ADMINISTRACAO . . The health crisis caused by COVID-19 has had a profound impact on Brazilian cultural events, restricting public presence and imposing social distancing measures. The aim is to answer how the COVID 19 pandemic crisis affected cultural events and how lives on YouTube influenced consumers' experience and connection with these events? Digital marketing strategies have become essential for maintaining audience engagement, promoting events and offering innovative solutions for artists and organizers. This study had the general objective of analyzing how lives on YouTube influenced consumers' experience and connection with cultural events during the COVID-19 pandemic. The research used the inductive method, and the types of applied, quali-quanti, exploratory, documentary bibliographic and field research with case study. The qualitative and exploratory approach allowed us to obtain valuable insights into the phenomenon of cultural lives, highlighting both its role as a digital marketing strategy and its limitations and opportunities for improvement. The main result was that lives provide flexibility and accessibility to cultural events in periods of social isolation. A crise sanitária provocada pela COVID-19 impactou profundamente os eventos culturais brasileiros, restringindo a presença de público e impondo medidas de distanciamento social. Busca-se responder como a crise pandêmica da COVID 19 afetou os eventos culturais e de que maneira as lives no YouTube influenciaram a experiência e a conexão dos consumidores com esses eventos? As estratégias de marketing digital tornaram-se essenciais para manter o engajamento do público, promover eventos e oferecer soluções inovadoras para artistas e organizadores. Este estudo teve como objetivo geral analisar como as lives no YouTube influenciaram a experiência e a conexão dos consumidores com eventos culturais durante a pandemia da COVID-19. A pesquisa utilizou o método indutivo, e os tipos de pesquisa aplicada, quali-quanti, exploratória, bibliográfica documental e de campo com estudo de caso. A abordagem qualitativa e exploratória permitiu obter percepções valiosas sobre o fenômeno das lives culturais, destacando tanto seu papel como estratégia de marketing digital quanto suas limitações e oportunidades de aperfeiçoamento. O principal resultado foi de que as lives proporcionam flexibilidade e acessibilidade aos eventos culturais em períodos de isolamento social. 4 Sim 2024-12-28T00:05:15Z 2024-12-28T00:05:15Z 2024-12-11 Trabalho de Conclusão de Curso - Artigo http://riu.ufam.edu.br/handle/prefix/8384 por Acesso Aberto https://creativecommons.org/licenses/by-nc-nd/4.0/ Brasil FES - Faculdade de Estudos Sociais Manaus (AM) Administração - Bacharelado - Manaus |
| institution |
Repositório Institucional - Universidade Federal do Amazonas |
| collection |
RI-UFAM |
| language |
por |
| topic |
Lives Eventos culturais Marketing digital Pandemia CIENCIAS SOCIAIS APLICADAS: ADMINISTRACAO . . |
| spellingShingle |
Lives Eventos culturais Marketing digital Pandemia CIENCIAS SOCIAIS APLICADAS: ADMINISTRACAO . . Gonçalves, Isabelle Vitória de Castro Impactos da pandemia de covid-19 nos eventos culturais brasileiros: adaptação e uso de lives como estratégias de marketing digita |
| topic_facet |
Lives Eventos culturais Marketing digital Pandemia CIENCIAS SOCIAIS APLICADAS: ADMINISTRACAO . . |
| description |
The health crisis caused by COVID-19 has had a profound impact on Brazilian cultural events, restricting public presence and imposing social distancing measures. The aim is to answer how the COVID 19 pandemic crisis affected cultural events and how lives on YouTube influenced consumers' experience and connection with these events? Digital marketing strategies have become essential for maintaining audience engagement, promoting events and offering innovative solutions for artists and organizers. This study had the general objective of analyzing how lives on YouTube influenced consumers' experience and connection with cultural events during the COVID-19 pandemic. The research used the inductive method, and the types of applied, quali-quanti, exploratory, documentary bibliographic and field research with case study. The qualitative and exploratory approach allowed us to obtain valuable insights into the phenomenon of cultural lives, highlighting both its role as a digital marketing strategy and its limitations and opportunities for improvement. The main result was that lives provide flexibility and accessibility to cultural events in periods of social isolation. |
| author_additional |
Souza, Alexandre Pirangy de |
| author_additionalStr |
Souza, Alexandre Pirangy de |
| format |
Artigo |
| author |
Gonçalves, Isabelle Vitória de Castro |
| title |
Impactos da pandemia de covid-19 nos eventos culturais brasileiros: adaptação e uso de lives como estratégias de marketing digita |
| title_short |
Impactos da pandemia de covid-19 nos eventos culturais brasileiros: adaptação e uso de lives como estratégias de marketing digita |
| title_full |
Impactos da pandemia de covid-19 nos eventos culturais brasileiros: adaptação e uso de lives como estratégias de marketing digita |
| title_fullStr |
Impactos da pandemia de covid-19 nos eventos culturais brasileiros: adaptação e uso de lives como estratégias de marketing digita |
| title_full_unstemmed |
Impactos da pandemia de covid-19 nos eventos culturais brasileiros: adaptação e uso de lives como estratégias de marketing digita |
| title_sort |
impactos da pandemia de covid-19 nos eventos culturais brasileiros: adaptação e uso de lives como estratégias de marketing digita |
| publisher |
Brasil |
| publishDate |
2024 |
| url |
http://riu.ufam.edu.br/handle/prefix/8384 |
| _version_ |
1831970207893028864 |
| score |
11.755432 |