Análise da atratividade de sites e páginas no facebook institucionais de clusters comerciais presentes em Porto Alegre/RS

Abstract

This thesis aims to analyze the attractivity of the retail clusters from Porto Alegre, towards their target public, through their institutional sites and Facebook pages. To achieve the mentioned aim, it was performed a qualitative research, using the narrative research method, divided into two stages. At the first moment it was performed an analysis of the utilized narrative through the classification of the publicity narratives, developed by Monerat (1999). At a second moment it was performed the analysis of the narrated story, with this purpose it was developed a model for the analysis of publicity narratives of retail clusters in an online environment. As main results, it was observed, through the analysis of the kind of Publicity discourse, that the sites and Facebook pages opted for the utilization of less complex publicity discourses, such as the narrative discourse and the argumentative discourse. Through the analysis of the publicity discourse content, it was noticed that there is a similarity among the information recurrent in the sites and the Facebook pages analyzed. In both groups, the most recurrent topics were the aspects of retail and the complementary aspects of retail. In a similar way, the most recurrent sub topic in the sites and in the Facebook pages, was also the same: the promotional campaigns. This thesis has as theoretical contribution the development of a model for analysis of the attractiveness of shopping centers in its virtual environment.