O marketing de oportunidade como estratégia de comunicação no instagram da marca turma da Mônica

Abstract

The present work consists of an analysis of opportunity marketing and its use as a communication strategy. For this, observe the Instagram of the Turma da Mônica brand, in order to know and explore more precisely its communication strategies. For this study, the phenomenon of opportunity marketing and its use by the brand as a way to cause identification and empathy in its consumers was addressed mainly. For this to be possible, a vast bibliographic research was carried out, with the objective of analyzing the concepts that the theme needs to be understood. This survey will support the main objective of the work, which was to identify the motivation behind the pieces published on the brand's Instagram, which use opportunity marketing, analyzing whether it somehow constitutes a strategy for it. In addition, finally, we sought to understand the strategies used by the brand, analyzing the published pieces, and conducting a descriptive survey about them.