A influência da narrativa criada por terceiros na imagem da marca: o caso do vídeo do Spoleto
DOI:
https://doi.org/10.5007/2175-8077.2016v18n45p53Abstract
A narrativa de marca ajuda a formar e a mudar atitudes e crenças, se tornando um importante processo de persuasão. Por ser um tema pouco explorado, o objetivo deste trabalho é analisar a narrativa criada por um terceiro na internet e a sua influência na imagem da marca na qual é feita alusão. São explorados os processos de persuasão narrativa por meio dos mecanismos transportation (imersão dentro de um texto ou estória) e identification (conexão da audiência com o personagem da narrativa). Foram realizadas entrevistas em profundidade, em que os pesquisados assistiram a dois vídeos. A narrativa do primeiro filme é uma paródia e foi criada de modo independente, ao passo que a do segundo é uma resposta da marca. Os resultados encontrados enfatizam a ocorrência do processo de “imersão” na estória e a identificação com os personagens, o que gera um impacto direto na imagem da marca, nem sempre de modo positivo.
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