Banca de QUALIFICAÇÃO: STEPHANIE MARIA MENDES GONÇALVES

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : STEPHANIE MARIA MENDES GONÇALVES
DATE: 08/09/2025
TIME: 18:00
LOCAL: Virtual
TITLE:

EDITORIAL MARKETING: digital presence strategies
of publishers Seguinte and Gutenberg on Tiktok and Instagram

KEY WORDS:

editorial marketing; social media; publishing market.

PAGES: 30
BIG AREA: Lingüística, Letras e Artes
AREA: Letras
SUMMARY:

This project focuses on editorial marketing, with an emphasis on investigating the digital presence of the publishing houses Seguinte and Gutenberg on the social media platforms TikTok and Instagram. The research aims to analyze how these platforms are used to promote editorial catalogs and engage with the target audience, considering that, in contemporary times, the digital environment has become an opportune space for brand identity building and direct contact with readers. The theoretical framework includes authors from the fields of marketing and publishing, with the goal of understanding the methods of promoting publishing market products in the digital environment. Based on a qualitative-quantitative approach, public metrics of the posts (likes, views, shares, comments, and saves) will be analyzed for the period from July to December 2024, in order to compare and identify the editorial strategies adopted by each publisher. In addition, a sentiment analysis of the comments on the posts with the highest engagement on Instagram and TikTok will be carried out using the VADER tool, aiming to understand the public's perception of the published content. Ultimately, the project aims to identify trends, opportunities, and challenges in editorial marketing practices on social media.

COMMITTEE MEMBERS:
Interna - ANA ELISA FERREIRA RIBEIRO
Externo à Instituição - MARCELO AMARAL DE MORAES
Presidente - PAULA RENATA MELO MOREIRA