DIGITAL MARKETING

Name: DIGITAL MARKETING
Brand: Our Knowledge Publishing
SKU: 9786205912317
Price: 40.13 EUR
Availability: InStock

Автор: Leonardo Torres Marques

Език:

Корици: С меки корици

Издател: Our Knowledge Publishing

Наличност: Външен склад

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40.13 € 78.49 лв

As information technology advances, as well as communication, the emergence of an interactive behavi...

Информация за книгата

Автор

Leonardo Torres Marques

Език

Английски език

Корици

Книга - С меки корици

Издадена

2023

страници

EAN

9786205912317

ISBN

6205912317

Enbook ID

43293123

Издател

Our Knowledge Publishing

Теглоt

Размери

150 x 220 x 4

Пълно описание

As information technology advances, as well as communication, the emergence of an interactive behavior model is driven. In view of this, this paper aimed to investigate the use of fanpages (specifically Facebook) as a digital marketing tool by financial operations companies, and the companies Visa and Nubank Brazil were selected. Posts from the aforementioned social network were analyzed in a qualitative way using post categorization and content classification. The results obtained show that both companies use Facebook fanpage as a digital marketing tool, however, they differ in the strategy of user posts on the fanpage: Nubank leaves the fanpage completely open for user posts, a reason that seems to provide more interactions, while Visa leaves its fanpage closed. In relation to the content direction of the posts, Visa and Nubank focus more on advertising, while Nubank focuses more on information content.

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DIGITAL MARKETING

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