Open AccessA PRESENÇA DIGITAL NO INSTAGRAM DA MARCA ADIDAS EM 2017
Author(s) -
Taís Steffenello Ghisleni,
Nathane Spencer Trindade
Publication year - 2019
Publication title -
cadernos de educação, tecnologia e sociedade
Language(s) - English
Resource type - Journals
ISSN - 2316-9907
DOI - 10.14571/brajets.v12.n4.335-353
Subject(s) - testimonial , social media , digital media , period (music) , advertising , sociology , art , business , computer science , world wide web , aesthetics
This project analyzes the digital presence of Adidas Brasil and Adidas Originals in 2017 on Instagram, covering the period of June and July of 2017. In this period, we analyzed how the brand develops its communication, mapping the characteristics and their differences on Instagram. The communication strategy most used by the brand Adidas Brasil and Adidas Originals was identified, as well as the brand operates in each profile. It was analyzed in which phase of the digital presence each profile is acting (STRUTZEL, 2015) and finalizing, it is presented which social media generates more engagement for the brand, through a qualitative/quantitative research, using the content analysis. Adidas Brasil and Adidas Originals use testimonial and information strategies through their publications on Instagram profiles. This work concludes that the two profiles are not at all stages of the digital presence, but Adidas Originals is the one that generates more engagement with the public.