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Abstract(s)
A pesquisa, concentrou-se na crescente importância do live streaming como uma ferramenta eficaz de marketing e publicidade. Com Casimiro Miguel como estudo de caso, busquei entender as estratégias, o engajamento da audiência, as táticas de comunicação de marketing e publicidade empregadas e seu impacto nas métricas de desempenho.
Adotando uma abordagem de estudo de caso misto, que combina elementos de pesquisa exploratória, explicativa e descritiva, juntamente com a metodologia netnográfica, mergulhei nas complexidades do comportamento do público online. Meus resultados revelaram a estratégia de conteúdo de Casimiro Miguel, destacando sua autenticidade, consistência e interatividade como pilares de sucesso.
Concluí que o live streaming é uma ferramenta poderosa que oferece oportunidades significativas para construir marcas, gerar visibilidade e cultivar relações genuínas com os seguidores.
Minha pesquisa, lança luz sobre as perspectivas futuras do marketing e da publicidade no contexto do live streaming em Portugal. Além disso, fornece diretrizes valiosas para aspirantes a streamers e empresas que buscam parcerias eficazes com influenciadores no mercado luso.
Em última análise, meu estudo destaca a importância de compreender e aproveitar o live streaming como uma estratégia em crescimento que tem o potencial de trazer benefícios substanciais para o marketing e a publicidade, particularmente em um mercado específico como o português.
The research focused on the growing importance of live streaming as an effective tool for marketing and advertising. Using Casimiro Miguel as a case study, I aimed to understand the strategies, audience engagement, marketing and advertising communication tactics employed, and their impact on performance metrics. By adopting a mixed case study approach that combines elements of exploratory and descriptive research, along with netnographic methodology, I delved into the complexities of online audience behavior. My findings revealed Casimiro Miguel's content strategy, highlighting authenticity, consistency, and interactivity as pillars of success. I concluded that live streaming is a powerful tool offering significant opportunities to build brands, generate visibility, and foster genuine relationships with followers. My research sheds light on the future prospects of marketing and advertising in the context of live streaming in Portugal. Additionally, it provides valuable guidance for aspiring streamers and companies seeking effective partnerships with influencers in the Portuguese market. Ultimately, my study underscores the importance of understanding and leveraging live streaming as a growing strategy with the potential to deliver substantial benefits
The research focused on the growing importance of live streaming as an effective tool for marketing and advertising. Using Casimiro Miguel as a case study, I aimed to understand the strategies, audience engagement, marketing and advertising communication tactics employed, and their impact on performance metrics. By adopting a mixed case study approach that combines elements of exploratory and descriptive research, along with netnographic methodology, I delved into the complexities of online audience behavior. My findings revealed Casimiro Miguel's content strategy, highlighting authenticity, consistency, and interactivity as pillars of success. I concluded that live streaming is a powerful tool offering significant opportunities to build brands, generate visibility, and foster genuine relationships with followers. My research sheds light on the future prospects of marketing and advertising in the context of live streaming in Portugal. Additionally, it provides valuable guidance for aspiring streamers and companies seeking effective partnerships with influencers in the Portuguese market. Ultimately, my study underscores the importance of understanding and leveraging live streaming as a growing strategy with the potential to deliver substantial benefits
Description
Keywords
Live streaming Marketing Publicidade Estratégias Advertising Strategies