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Recomendação online e publicidade: “Pessoas como eu” como instâncias de credibilização do discurso publicitário na Internet
| Content Provider | Semantic Scholar |
|---|---|
| Author | Souza, Alanna Da Cunha Maltez E |
| Copyright Year | 2013 |
| Abstract | Contemporary conditions in the field of communication, based on the growth of the telematic networks and the popularization of the Internet usage, fomented a new scenario for advertising. Nowadays, advertising is facing new challenges provoked by several causes, such as: the information overload, the lack of attention, and a new consumer engaged in the consumption arena. This consumer, especially online, demonstrates a skeptical behavior towards the advertising appeal. In this context, it is possible to observe that while the credibility of the discourse of advertising has been adopting strategies which involve the consumer as an intermediary instance to increase its credibility. Incorporating to its discourse hybrid formats based on the Internet, advertising allows the online consumer to act as a curator of digital content spreading its web findings, including advertising content and, except in cases of clear disagreement, endorsing it. The key element of this strategy would be the ability to turn advertising into a more tolerable message, not only for being more interesting and able to offer an unique experience, but also because of a capacity to reach the consumer through the recommendation of "people like me": someone he or she believes, since its someone familiar, or yet, that he or she considers to be a model with common characteristics, such as microcelebrities. Hence, two strategies of approach emerged in order to increase the credibility based on the online consumer: the spontaneous endorsement and the microcelebrities, as brand ambassadors. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://repositorio.ufpe.br/bitstream/123456789/10544/1/Disserta%C3%A7%C3%A3o%20Alanna%20Maltez.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
