Content marketing and brand engagement on social media: a study of Facebook´s posts in the ecommerce industry in Brazil

Content marketing refers to marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. It is focused not on selling, but on communicating with customers and prospects. In today world´s, a trend has been seen in brands becoming publishers in order to keep up with their competition and more importantly to keep their base of fans and followers. Content Marketing is making companies to engage consumers by publishing engaging and value-filled content. This study aims to investigate if there is a link between brand engagement and Facebook Content Marketing practices in the e-commerce industry in Brazil. Based on the literature review, this study defines brand engagement on Facebook as the numbers of "likes" "comments" and "shares" that a company receives from its fans. These actions reflect the popularity of the brand post and leads to engagement. The author defines a scale where levels of Content Marketing practices are developed in order to analyze brand posts on Facebook of an ecommerce company in Brazil. The findings reveal that the most important criterion for the company is the one regarding the picture of the post, where it examines whether the photo content is appealing to the audience. Moreover, it was perceived that the higher the level of these criterion in a post, the greater the number of likes, comments and shares the post receives. The time when a post is published does not present a significant role in determining customer engagement and the most important factor within a publication is to reach the maximum level in the Content Marketing Scale.

Mineralogical characterization of clays used in the structural ceramic industry in west of S. Paulo State, Brazil

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Cooperation for innovation in the manufacturing industry in Mexico

Includes bibliography

A case study of concurrent engineering application on the development of parts for the white goods industry in Brazil

This classical way to manage product development processes for massive production seems to be changing: high pressure for cost reduction, higher quality standards, markets reaching for innovation lead to the necessity of new tools for development control. Into this, and learning from the automotive and aerospace industries factories from other segments are starting to understand and apply manufacturing and assembly oriented projects to ease the task of generate goods and from this obtain at least a part of the expected results. This paper is intended to demonstrate the applicability of the concepts of Concurrent Engineering and DFM/DFA (Design for Manufacturing and Assembly) in the development of products and parts for the White Goods industry in Brazil (major appliances as refrigerators, cookers and washing machines), showing one case concerning the development and releasing of a component. Finally is demonstrated in a short term how was reached a solution that could provide cost savings and reduction on the time to delivery using those techniques.

La industria pesada y el Mercado Común Latinoamericano = Heavy industry in the Latin American Common Market

Publicado separadamente en cada idioma

La industria del café en Sao Paulo = The coffee industry in Sao Paulo

Incluye Bibliografía

Small and medium-scale industry in the development of Latin America

Includes bibliography

Flying geese or sitting ducks? Transnationals and industry in developing countries

Includes bibliography

Transnational corporations and structural changes in industry in Argentina, Brazil, Chile and Mexico

Includes bibliography

The agricultural machinery industry in Argentina: from restructuring to internationalization?

Includes bibliography

The footwear industry in Vale do Sinos (Brazil): competitive adjustment in a labour-intensive sector

Includes bibliography