Repositório Institucional da Unifev
Comunidades no Repositório Unifev
Selecione uma comunidade para navegar por suas coleções
Submissões Recentes
ANÁLISE DA EFICÁCIA DO MARKETING EM REDES SOCIAIS PARA PEQUENAS EMPRESAS
(2025) BRUNO GRYGONIS; PEDRO HENRIQUE MARTON MOREIRA; RAFAEL GREGUI
This study examines the effectiveness of social-media marketing for small businesses, emphasizing dissemination strategies and digital interaction. The research was prompted by the growing relevance of social platforms as a low-cost, high-reach marketing tool for micro- entrepreneurs. A qualitative field study was conducted with a local small enterprise, employing semi-structured questionnaires and non-participant observation to gauge the impact of digital actions on audience engagement. Findings reveal that a strategic presence on social media— combined with in-depth knowledge of the target audience and the creation of relevant content— significantly increases brand visibility and conversion to sales. Paid-traffic campaigns were shown to expand reach; however, they require meticulous planning to ensure a positive return on investment. Overall, the study concludes that, when used coherently and data-driven, social networks constitute an effective marketing instrument for small ventures, strengthening customer relationships and enhancing competitive advantage in the marketplace.
LUTO SIMBÓLICO EM COMER, REZAR, AMAR: LEITURA PSICOLÓGICA DAS MANIFESTAÇÕES DA PERDA
(2025-12-09) VITOR HUGO MELEGARI PINA; VICTÓRIA MARIA GONÇALVES GIRÉTTI; ALEXANDRE DA SILVA DE PAULA
Este artigo tem como objetivo estabelecer uma relação entre o cinema e a psicologia,
considerando modalidades de lutos não reconhecidos, especialmente o término de
relacionamentos e a fragilidade diante das perdas, como apresentado no filme Comer, Rezar,
Amar. Fundamenta-se em teorias atuais que abordam o processo do luto em diferentes etapas,
além de analisar diferentes conteúdos emotivos representados em formato audiovisual, a fim de
compreender de que forma o luto simbólico é representado pela linguagem cinematográfica e
pela psicologia. Trata-se de um estudo de caso com análise qualitativa de cenas, gestos, falas e
outros componentes audiovisuais, que permitiu interpretar a evolução da protagonista desde a
dor inicial até a cura. Foram identificadas três fases principais: a experiência inicial da perda
(choque, negação e dor), a busca espiritual por ressignificação e equilíbrio emocional, e a
reconstrução afetiva e social. Destacam-se ainda momentos de enfrentamento da perda e
deslocamento, a continuidade da vida, o papel do apoio social e da ressignificação da vida.
Como conclusão, a protagonista supera a dor e o sofrimento inicial através do
autoconhecimento, para finalmente ser capaz de reconstruir-se emocionalmente e redescobrir o
amor.
O USO DO MARKETING DE INFLUÊNCIA NO RECONHECIMENTO E CONSOLIDAÇÃO DE MARCAS E EMPRESAS
(2025) ANDRÉ LUIZ RAMOS LANÇONI; BRUNO HARA MOTA; RAFAEL GREGUI
This article analyzes influencer marketing as a strategy for brand promotion and consolidation, focusing on the singer and influencer Anitta. General objective: to understand the mechanisms underpinning the effectiveness of this strategy (credibility, engagement, conversion, and brand equity) and its managerial implications. Method: an updated literature review (2018–2025) and a case study of Anitta’s partnerships with Rexona, Nubank, Mercado Pago, Cimed, Kenner, and Beats, examining creative tactics, audience fit, performance indicators, and branding impacts. Results: effectiveness stems from the combination of authenticity, persona–brand fit, social proof, consistent storytelling, and business-oriented measurement (qualified reach, effective engagement, conversion, brand lift, and LTV). A shift is observed from one-off endorsements to long-term collaborations and product/line co-creation (Cimed, Kenner, Beats), as well as gains in positioning and awareness in financial services (Nubank, Mercado Pago). Ethical and regulatory aspects: transparency (#ad/#sponsored), sectoral compliance, and communication risk governance are required to preserve trust and legitimacy, as evidenced by cases under CONAR scrutiny. Conclusion: when grounded in theory, robust metrics, and compliance, influencer marketing consistently contributes to brand promotion and consolidation; the Anitta case illustrates value creation when strategic alignment, co-creation, and a narrative integrated into the influencer’s daily life are present.
IMPORTÂNCIA DO MARKETING DIGITAL COMO FERRAMENTA PARA O E-COMMERCE – UM ESTUDO DE CASO
(2025) MÁRCIO ANTÔNIO BORGES DOS SANTOS JÚNIOR; RAFAEL GREGUI
This paper analyzed how digital marketing can be an essential tool for e-commerce growth through a case study of Costtaud, a designer fashion brand located in Votuporanga, São Paulo. The research shows that, despite being a small and recent company, Costtaud uses digital strategies such as social media, content production, and advertising to strengthen its online presence, increase sales, and create real connections with its customers. The study highlights that, with planning and creativity, it is possible to adapt these tools to the realities of local businesses, contributing to sustainable growth and strengthening the brand's identity in the digital environment. A bibliographical study was conducted, aligned with a case study. In conclusion, it was highlighted that digital marketing is a strategic tool not only for driving sales but also for understanding consumers and building lasting relationships, generating value and differentiation in an increasingly competitive market. E-commerce, in turn, transforms consumption patterns by offering convenience, personalization, security, and global reach, consolidating its position as an essential resource for economic development. The research demonstrated that even startups like Costtaud can consciously apply strategies such as SEO, content production, and audience segmentation to strengthen their digital presence. The alignment between theory and practice, evident in the company's performance, shows that significant results can be achieved by using digital marketing with planning and responsibility, taking advantage of the opportunities offered by e-commerce.
ANÁLISE DOS DESAFIOS E OPORTUNIDADES DO DROPSHIPPING PARA PEQUENOS EMPREENDEDORES
(2025) KAMILY VITORIA DE JESUS; STHEFANY GONÇALVES DA SILVA; RAFAEL GREGUI
This paper analyzes the challenges and opportunities of the dropshipping model for small entrepreneurs in Brazil. The objective is to understand how this business model, based on selling products without own inventory, can be a viable alternative for those wishing to operate in e-commerce with a low initial investment. The research uses qualitative methodology, through a literature review and a case study with two companies operating in the sector. The results reveal that dropshipping offers advantages such as reduced operating costs, management flexibility, and ease of entry into the digital market. However, it also presents significant challenges, such as supplier dependence, high competition, and logistical difficulties. Analysis of interviews with two local entrepreneurs revealed that practical experience in dropshipping requires constant adaptation, technological mastery, and differentiation strategies to ensure customer loyalty. The study also highlights that choosing specific niches, using digital tools, and complying with legal and tax requirements are determining factors for business sustainability. The conclusion is that, although dropshipping represents a promising opportunity, its success depends on strategic planning and the professionalization of the practices adopted by entrepreneur.