Plataformas digitais: análise da comunicação da "linha Nuvem, cuide-se bem" de O Boticário

Abstract

The research referred to in this undergraduate thesis sought to identify the actions of marketing communication used in the campaign to launch the cloud line of the brand “Cuide-se Bem” de O Boticário, to verify how these actions were used and to understand the role of communication in the campaign. For that, theoretical research was carried out on the communication and its aspects and, in a second moment, the categorical analysis of the contents of the posts, published in the main social networks used by the brand in the mentioned campaign was made. As the last step, an analysis of these contents was carried out based on the theoretical framework studied and the seizures of the power of the actions of marketing communication as propulsive in the engagement of the public.