Posicionamento digital: um estudo sobre as estratégias utilizadas no instagram pela Starbucks

Abstract

This work is characterized as a qualitative descriptive research that aims to understand the following problem question: From what strategies does the digital positioning of Starbucks in its profile on the Instagram ?. Thus, the work was divided into three chapters: the first, titled "Much more than a simple coffee," from which issues were addressed around the Starbucks brand of coffee; the second, called "The new context of marketing", in which it was tried to approach subjects that help in understanding the role of marketing in the current technological situation in which we find ourselves, and the third, in which the methodological procedures of the work are presented - bibliographic research, exploratory research and documentary research - and the qualitative analysis of the object of study: brand publications in Instagram.