Browsing FGV EAESP - MPGI: Dissertações, Mestrado Profissional em Gestão Internacional by Subject "Marketing na internet"
Now showing items 1-4 of 4
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Content marketing and brand engagement on social media: a study of Facebook´s posts in the ecommerce industry in Brazil
2016-02-17Content marketing refers to marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. It is focused not on selling, but on communicating with customers and ... -
Exploring different social media users from the millennials’ generation: a cross-cultural behavioral analysis of Brazilian users of Facebook and chinese users of RenRen
2015-01-23With the increasing importance of digital communication and its distinct characteristics, marketing tools and strategies adopted by companies have changed dramatically. Among the many digital marketing tools and new media ... -
The millennials luxury brand engagement on social media: a comparative study of Brazilians and Italians
2017-12A invenção da internet criou uma nova dimensão de engajamento do consumidor com marcas. Durante as últimas décadas, mídias sociais se tornaram uma das atividades mais populares entre consumidores ao redor do mundo, levando ... -
OMG! Characterizing the role of emotions in the sharing of online commercial videos
2013-03-27Going viral' is seen by marketers as the new grail to reach large online communities. In this viral scene, videos have a special role, given their strong tendency to spread exponentially over the internet via social sharing. ...
