A ferramenta storytelling no contexto de marketing: uma análise a partir da estratégia de comunicação empresarial
Keywords:
Marketing, Comunicação, Imagem organizacional, StorytellingAbstract
O presente artigo apresenta um estudo de caso sobre as estratégias de comunicação do Grupo Zeta analisadas por meio da ferramenta storytelling. Então, o objetivo do trabalho é analisar a disseminação dos valores e práticas organizacionais na comunicação do Grupo Zeta, a partir desta ferramenta. A justificativa para a realização deste estudo é disseminar a ferramenta storytelling para estudos na área de marketing, com foco no item comunicação do composto de marketing, a partir de narrativas contadas aos clientes. Para alcançar os objetivos propostos no estudo realizou-se uma pesquisa descritiva, de cunho qualitativo e um estudo de caso. A coleta foi gerada a partir de dados secundários e entrevistas em profundidade com clientes do Grupo Zeta. Os resultados foram atribuídos através da técnica de análise de conteúdo, onde as respostas dos entrevistados foram segmentadas em categorias visando responder os objetivos do estudo. Como resultado, verificou-se a efetividade da ferramenta storytelling, utilizando como referência o caso Zeta. Através das entrevistas com os clientes foi possível verificar o impacto positivo das campanhas publicitárias da empresa que se utilizam de narrativas e como as mensagens transmitidas utilizando essa ferramenta são bem assimiladas pelos clientes.
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