A presença da marca da cerveja Polar no Instagram pelo viés dos consumidores

Abstract

This study has the main theme the Polar beer brand by the consumer bias in Instagram. In the present work we began addressing their own brand, historical and regional presence in the state of Rio Grande do Sul. In the second chapter we discuss about your presence in social networks, previously understand a little more about networks, about cyberspace. We understand your performance in online networks and soon after we entered the main network that serves as an object of study of this work is that Instagram, approached on the platform and the presence of Polar in it. Soon after, we discuss on brand value and engagement that consumer for the brand. In the fourth chapter we structured the methodological research path that is based on analysis of online social networking and content analysis. Finally, the results of this research. With the main objective to understand the brand presence of polar beer on instagram the perspective of consumers. In addition, structured as specific goals are, a) analyze the publications to consumers on the Polar Beer, through images and hashtags; b) pointing at what times the Polar brand is present in the daily lives of its consumers; c) examine how is the consumer engagement towards the brand. The main conclusion was that the brand is able to maintain a close relationship with your audience with its consumers through the state's identity, and that it is for this reason that it is given the consumer engagement.