O Twitter como ferramenta de interação entre os públicos: um estudo de caso sobre o Banco Itaú

Abstract

Within the current communication scenario organizations have used digital social media to communicate and bring their stakeholders closer together. Thus, the central objective of this work is to investigate the interaction of Banco Itaú with its audiences through digital social media Twitter and understand how it generates satisfaction or loyalty. For this, we conducted a case study, through the method of content analysis, according to Bardin (2011), with the Twitter of the financial institution, analyzing the periods from December 2010 to March 2011, and from December 2020 to March 2021, taking as a starting point the interactions performed during this time interval. A bibliographic study was also carried out on the themes related to the theme proposed in this work and, from this perspective and after the research, we were able to verify how much Banco Itaú has advanced in its communication, seeing social media as a bearesimilous tool of approximation with its audiences, dissemination of products or maintenance of relationships.