Projeto Vagalumes João Pessoa: o relacionamento através do conteúdo gerado pelo Instagram

Abstract

This study discusses how the content created by the project Vagalumes João Pessoa connects with its audience, in terms of how it is transmitted. For this analysis, statistical data was taken from the project Instagram profile and used to generate charts, considering also the theoretical knowledge described in this study. The theoretical framework of this work addresses the emergence of the third sector throughout the world and in Brazil, and describes its significance to society, addressing also topics such as marketing, digital marketing, content marketing, and communication. The purpose of this study is to analyze how the content is being transmitted and the performance of it. This research is a case study and uses qualitative research for its methodology. The outcomes of this study show preferences and relations of the audience regarding the way content is transmitted and the published content itself. Through this study, it was possible to realize that the modality of posts in sequence has a greater potential in relation to the others analyzed to generate relationships, and the content that has a greater relationship generation is what shows the project in motion.