Ticotecodonaná: as estratégias de relacionamento do guaraná Antarctica com a geração Z no Tiktok

Abstract

The present work has as its theme the relationship strategies of brands with the public and as a cut out the main strategies implemented in building the relationship of the Guaraná Antárctica brand with generation Z, in the TikTok environment. To support the research, a bibliographic review is proposed that starts from the concepts of generational theory, media consumption, relationship strategies, relationship marketing and brandcast, in addition to the analysis process that was based on Greimasian semiotics, a method that made it possible to understand the senses through the strategies investigated in audiovisual products produced by influencers native to the brand. In this way, the corpus of analysis consists of four most viewed videos, from March to July 2021, which were selected in the Guaraná Antárctica profile on TikTok. Therefore, with the composition analysis of the selected audiovisual elements, it is possible to create a mapping of the main identified strategies and conclude how the Guaraná Antárctica brand relates to the audience of generation Z.