Humanização de Marcas no Mundo Digital: O Pioneirismo do Magalu

Abstract

The advancement of technology, presence and digital has increasingly changed the relationship between brands and their audiences. Strategic and marketing communication has changed over the years, leaving brands to adapt to the new reality in which it is not enough to simply fit in, but it is necessary to present a difference in this sea of people and possibilities that is the internet. Given this, this monograph aims to understand the universe of humanization of brands, their anthropomorphization through digital characters, as well as how the relationship between brands and the public has been impacted by the digital world and the growth of social networks. To this end, it makes a case study of the character Lu from Magazine Luiza, an artificial digital influencer who became the face of the brand, through a process of humanization in the digital environment. The methodology used in the research is based on an approach that combines bibliographic research, case study and content analysis. The main results of the analysis are the construction of an image for the company through the strategies applied throughout its communication, which is what is here explicitly and implicitly, a quality internet standard with adapted content, constant testing and use of different types of media.