https://repositorio.ufpb.br/jspui/handle/123456789/11097 2026-05-25T05:14:15Z https://repositorio.ufpb.br/jspui/handle/123456789/38110 Título: Modelagem e melhoria dos processos financeiros de uma indústria de bebidas não-alcoólicas Autor(es): Santos, Yarley Toscano de Brito dos Orientador: Aires, Renan Felinto de Farias Abstract: No abstract. Editor: Universidade Federal da Paraíba Tipo: TCC 2025-09-22T00:00:00Z https://repositorio.ufpb.br/jspui/handle/123456789/38001 Título: Storytelling no branding: estratégias e resultados na fidelização de clientes nas redes sociais Autor(es): Lopes, Welton Santana da Silva Orientador: Medeiros, Fabiana Gama de Abstract: Storytelling strategies applied to branding and customer loyalty on social media are still underexplored in undergraduate studies, despite their potential to transform businesses in the digital environment. This research aimed to survey storytelling strategies used in professional practice, focusing on their application within the context of social media branding. The research, which was qualitative and exploratory, was based on observations of specialized blogs, articles, and magazines, as well as interviews with nine professionals working in social media management. A semi-structured script and a questionnaire, based on a pre-developed framework of strategies identified through the observations, were used to allow professionals to indicate which ones they employed in their projects. A total of 44 storytelling strategies were identified, of which only two were not mentioned by the interviewees. The predominant use of real-life narratives and emotional connection was observed as a means of building loyalty, along with a preference for visual formats such as carousels and short-form videos. Despite the professionals' knowledge and practical mastery, they reported obstacles to applying more complex strategies, such as lack of time, client resistance, and technical limitations. The analysis of the results reveals an intrinsic relationship between storytelling and the strengthening of digital branding. By creating engaging narratives, brands can build emotional bonds with the public, which leads to the internalization and consolidation of the brand in the consumer's mind. These findings reinforce the need for greater academic and practical exploration of the topic, given its relevance for brand communication on social media. Editor: Universidade Federal da Paraíba Tipo: TCC 2025-09-23T00:00:00Z https://repositorio.ufpb.br/jspui/handle/123456789/35884 Título: Estratégias de marketing e a influência no comportamento de consumo alimentar de jovens Autor(es): Costa, Tennilly Azevedo Soares Orientador: Abreu, Nelsio Rodrigues de Abstract: This paper aims to discuss the consumption choices of young people aged between 18 and 25 in 2025, identifying how marketing techniques influence this public's eating habits, together with the variables of income and gender. Furthermore, the work also demonstrates the behaviour of generation Z in terms of a more active consumer in relation to the image of the organisation and the socio-environmental responsibility of companies, thus demanding a good positioning of the organisation to guarantee its continuity. The general objective of the research is to analyse the relationship between food consumption choices among respondents and the relationship with exposure to advertising campaigns, analysing the effects they have on the behaviour of young people. In order to analyse this problem, a qualitative and exploratory study was carried out using questionnaires with 106 respondents, all of whom lived in João Pessoa. The questionnaires, available on Google Forms, were administered at universities in João Pessoa, as well as on social networks, and the data was analysed in graphs and tables on Google Sheets. Among the results obtained, it can be seen that generation Z considers concern for environmental causes to be an important factor and that women opt for delivery more than men. In addition, income is inversely related to consumption, especially when it comes to going to restaurants, since the public with lower purchasing power goes more often than the public with better conditions. The conclusion is that marketing strategies have an influence on this public, and it is essential for companies to understand consumer needs in order to make their products attractive. Editor: Universidade Federal da Paraíba Tipo: TCC 2025-04-11T00:00:00Z https://repositorio.ufpb.br/jspui/handle/123456789/35881 Título: Consumo de entretenimento sul-coreano: percepções e influências no comportamento de jovens Autor(es): Oliveira, Renata Dantas de Orientador: Oliveira, Renata Dantas de Abstract: No abstract. Editor: Universidade Federal da Paraíba Tipo: TCC 2025-04-15T00:00:00Z