Estratégias de marketing digital com a utilização de redes sociais: um estudo de caso desenvolvido sobre o Itaú Unibanco

Abstract

It is quite known that digital marketing is composed of online tools which are exploited by companies in order to promote their products as well as draw on to consumers in digital space. What’s more, regarding the concepts used, these were taken from works focused on the study of marketing and its historical evolution to the present day. Thus, the present study aimed at comprehending the marketing strategies through social networks, as well as the perception of them by their followers. For that matter, it was taken as a field of study the profile on Itaú Unibanco's Instagram, for it is a company which promotes campaigns aimed at social and environmental causes. Given that, it was sought through a Netnographic research to understand how Itaú's followers in this social network identify it and observe its values and differentials through comments, interactions and publications. The results were collected and analyzed under a correlation between the respondents' responses, the campaigns and publications carried out by Itaú on their Instagram and the theoretical knowledge of authors who write about digital marketing, and accordingly, it is possible to conclude how the brand is perceived before the view of its followers.