MARKETING DIGITAL E BIG DATA: UM ESTUDO EXPLORATÓRIO DOS PERFIS ITALIANO E BRASILEIRO NO FACEBOOK DA EMPRESA L’ORÉAL PARIS

Abstract

The changes arising from the digital revolution in the world are increasingly intense and on a path of no return. With the development of Web 2.0, social relations began to develop into new media and formats, changing the way people interact. The actual consumption characteristics no longer assimilate to those of 10 years ago. Verticalized media, such as radio and TV, are being gradually replaced by horizontal digital media, such as social networks, allowing for constant interaction between consumers and businesses. The digitization of consumers' buying processes in the digital environment, from their first contact with an advertisement on a social network, to the search for information, to buying and their opinions about the product, generates daily a huge amount of data and information on consumer behavior, making Big Data analysis one of today's top marketing management tools. Taking into account the fundamental importance of digital marketing, this work had as objective to carry out an exploratory quantitative study on digital communication of the L’Oréal Paris company in the social network Facebook using big data tools to analyze the posts of the Italian and Brazilian profiles of the brand. For that, an exploratory, empirical and quantitative study was carried out in order to identify, through the analysis of text and image, the characteristics of posts that are more efficient in engaging people, comparing the two analyzed profiles. After ranking the posts, analyzing the results and indexing calculations based on the likes and dislikes numbers, it was identified that the Brazilian and Italian profiles of the company L’Oréal Paris use different strategies among them, and the Italian profile uses a more efficient communication strategy since it prioritizes posts related to direct information about products - post characteristics that receive more likes and engagements from the users - while the Brazilian profile prioritizes posts related to the construction of the L’Oréal Paris brand personality , less efficient strategy for digital communication in the social network Facebook.