O impacto das estratégias de marketing digital no branding: um estudo de caso do Bar Chico em Parintins/AM
This study aims to analyze, through a case study of “Bar Chico”, how digital marketing strategies contribute to the construction and strengthening of brand identity (branding) in the city of Parintins/AM. The methodology consisted of a mixed approach, involving the combination of quantitative and qu...
| Autor principal: | Costa, Otávio da Rocha |
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| Grau: | Trabalho de Conclusão de Curso |
| Idioma: | por |
| Publicado em: |
Brasil
2025
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| Assuntos: | |
| Acesso em linha: |
http://riu.ufam.edu.br/handle/prefix/8678 |
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oai:localhost:prefix-86782025-03-10T21:12:01Z O impacto das estratégias de marketing digital no branding: um estudo de caso do Bar Chico em Parintins/AM The impact of digital marketing strategies on branding: a case study of Bar Chico in Parintins/AM Costa, Otávio da Rocha Moura, Erick de Freitas http://lattes.cnpq.br/4777531782463880 Cardoso, Edna Aniceto de Magalhães http://lattes.cnpq.br/3965329273681549 Gaspar, Ligiane de Almeida erickdfreitas@ufam.edu.br Marketing digital Branding Marca Search Engine Optimization (SEO) Social media marketing CIENCIAS SOCIAIS APLICADAS: ADMINISTRACAO . . This study aims to analyze, through a case study of “Bar Chico”, how digital marketing strategies contribute to the construction and strengthening of brand identity (branding) in the city of Parintins/AM. The methodology consisted of a mixed approach, involving the combination of quantitative and qualitative research designs. Due to the scope of the study, survey research and case study were also integrated. For data collection, a questionnaire with 19 questions was applied to Bar Chico's customers and a semi-structured interview with 14 questions regarding marketing and branding strategies. The results indicate that marketing strategies associated with branding build and strengthen the company's brand identity through content marketing, where the company sought to publicize the services offered and their attractions on digital platforms (Instagram, Facebook and WhatsApp) to attract its target audience and potential customers, Search Engine Optimization (SEO) through Google to optimize search engines, highlighting Bar Chico and Social Media Marketing, which creates content in an interactive and creative way to win over customers. Thus, it is concluded that marketing strategies have a great impact on the company's branding by establishing a satisfactory relationship with the customer, generating emotional connections with the brand and strengthening its identity in the market. This generates engagement and increased sales, in addition to contributing to customer loyalty and greater competitive advantages over the competition. Este estudo tem como propósito analisar, por meio de um estudo de caso do “Bar Chico”, como as estratégias de marketing digital contribuem para a construção e o fortalecimento da identidade de marca (branding) no município de Parintins/AM. A metodologia foi constituída por uma abordagem mista, envolvendo a combinação de desenho de pesquisa quantitativa e qualitativa. Devido a abrangência do estudo, também foram integradas a pesquisa de levantamento e o estudo de caso. Para coleta de dados foram aplicados um questionário com 19 questões aos clientes do Bar Chico e uma entrevista semiestrutura com 14 questões referentes às estratégias de marketing e branding. Os resultados indicam que as estratégias de marketing associada ao branding constroem e fortalecem a identidade da marca da empresa por meio do marketing de conteúdo, onde a empresa buscou divulgar nas plataformas digitais (Instagram, Facebook e WhatsApp) os serviços oferecidos e seus atrativos para atrair seu público-alvo e potenciais clientes, o Search Engine Optimization (SEO) por meio do Google para otimizar os mecanismos de busca, colocando em evidência o Bar Chico e Social Media Marketing que cria conteúdos de forma interativa e criativa para conquistar o cliente. Dessa forma, conclui-se que as estratégias de marketing exercem grande impacto no branding da empresa ao estabelecer uma relação satisfatória com o cliente, gerando conexões emocionais com a marca e fortalecendo sua identidade no mercado. Isso gera engajamento e aumento das vendas, além de contribuir para fidelização dos clientes e maiores vantagens competitivas diante da concorrência. 3 Não 2025-02-17T02:04:26Z 2025-02-17T02:04:26Z 2025-01-10 Trabalho de Conclusão de Curso http://riu.ufam.edu.br/handle/prefix/8678 por Acesso Aberto https://creativecommons.org/licenses/by-nc-nd/4.0/ Brasil ICSEZ - Instituto de Ciências Sociais, Educação e Zootecnia (Parintins) Parintins(AM) Administração - Bacharelado - Parintins |
| institution |
Repositório Institucional - Universidade Federal do Amazonas |
| collection |
RI-UFAM |
| language |
por |
| topic |
Marketing digital Branding Marca Search Engine Optimization (SEO) Social media marketing CIENCIAS SOCIAIS APLICADAS: ADMINISTRACAO . . |
| spellingShingle |
Marketing digital Branding Marca Search Engine Optimization (SEO) Social media marketing CIENCIAS SOCIAIS APLICADAS: ADMINISTRACAO . . Costa, Otávio da Rocha O impacto das estratégias de marketing digital no branding: um estudo de caso do Bar Chico em Parintins/AM |
| topic_facet |
Marketing digital Branding Marca Search Engine Optimization (SEO) Social media marketing CIENCIAS SOCIAIS APLICADAS: ADMINISTRACAO . . |
| description |
This study aims to analyze, through a case study of “Bar Chico”, how digital marketing strategies contribute to the construction and strengthening of brand identity (branding) in the city of Parintins/AM. The methodology consisted of a mixed approach, involving the combination of quantitative and qualitative research designs. Due to the scope of the study, survey research and case study were also integrated. For data collection, a questionnaire with 19 questions was applied to Bar Chico's customers and a semi-structured interview with 14 questions regarding marketing and branding strategies. The results indicate that marketing strategies associated with branding build and strengthen the company's brand identity through content marketing, where the company sought to publicize the services offered and their attractions on digital platforms (Instagram, Facebook and WhatsApp) to attract its target audience and potential customers, Search Engine Optimization (SEO) through Google to optimize search engines, highlighting Bar Chico and Social Media Marketing, which creates content in an interactive and creative way to win over customers. Thus, it is concluded that marketing strategies have a great impact on the company's branding by establishing a satisfactory relationship with the customer, generating emotional connections with the brand and strengthening its identity in the market. This generates engagement and increased sales, in addition to contributing to customer loyalty and greater competitive advantages over the competition. |
| author_additional |
Moura, Erick de Freitas |
| author_additionalStr |
Moura, Erick de Freitas |
| format |
Trabalho de Conclusão de Curso |
| author |
Costa, Otávio da Rocha |
| title |
O impacto das estratégias de marketing digital no branding: um estudo de caso do Bar Chico em Parintins/AM |
| title_short |
O impacto das estratégias de marketing digital no branding: um estudo de caso do Bar Chico em Parintins/AM |
| title_full |
O impacto das estratégias de marketing digital no branding: um estudo de caso do Bar Chico em Parintins/AM |
| title_fullStr |
O impacto das estratégias de marketing digital no branding: um estudo de caso do Bar Chico em Parintins/AM |
| title_full_unstemmed |
O impacto das estratégias de marketing digital no branding: um estudo de caso do Bar Chico em Parintins/AM |
| title_sort |
o impacto das estratégias de marketing digital no branding: um estudo de caso do bar chico em parintins/am |
| publisher |
Brasil |
| publishDate |
2025 |
| url |
http://riu.ufam.edu.br/handle/prefix/8678 |
| _version_ |
1831970262145302528 |
| score |
11.753735 |