Avaliação da saúde da marca da Unimed Fortaleza no período da pandemia de Covid-19 através do seu perfil do Instagram

Abstract

This study aimed to measure the brand health of the private health plan Unimed Fortaleza,during the COVID-19 pandemic, using its Instagram as a parameter. As such, this work determined how brand healthy the Unimed remained in an atypical world period. Basic parameters of the brand's health, possible to obtain with the Social Network Analysis, were measured. Data were related to a cross-sectional survey, which served to measure customer satisfaction Unimed Fortaleza in the aforementioned period. It can be inferred that the brand health remained 91,3% by the period of this study, evaluating a total of 33.425 impressions and 328.930 of clients per month. This result revealed preference and a positive relationship in consumer loyalty and satisfaction. Which points to a decisive role of Instagram uses in the company, especially in a period when information was even more restricted to the internet.This study provides theoretical and practical contributions to brand management during the pandemic, as well as providing relevant data for digital marketing.