Banca de DEFESA: STEPHANIE MARIA MENDES GONÇALVES

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : STEPHANIE MARIA MENDES GONÇALVES
DATE: 01/07/2026
TIME: 15:00
LOCAL: VIRTUAL
TITLE:

MARKETING IN THE PUBLISHING MARKET: Editora Seguinte’s digital presence on Instagram

KEY WORDS:

Digital presence. Editorial marketing. Instagram. Editora Seguinte.

PAGES: 124
BIG AREA: Lingüística, Letras e Artes
AREA: Letras
SUMMARY:

This dissertation investigated the performance of Editora Seguinte on Instagram, considering the transformations of the publishing market and the strengthening of digital social networks as spaces for dissemination, interaction and construction of communities. The general objective consisted of understanding how the publisher develops its digital presence on Instagram, considering the published content and the dissemination practices adopted on the social network. As specific objectives, it was sought to identify and categorize the publication formats used by the publisher, to carry out a comparative analysis of posts published in the second semester of 2024 and in the second semester of 2025, as well as to verify engagement through the collection of public metrics made available by the platform. The theoretical framework articulated discussions about the book and the publishing market, digital and editorial marketing, as well as the functioning of algorithms and the circulation of content on social networks. During the analysis of the results, aspects related to how the publisher presents itself on Instagram, its visual identity, the main publication formats used and the number of posts made monthly were observed. Next, a comparative analysis of the main posts month by month was carried out, identifying patterns, differences and similarities in the content published in the two analyzed periods. It was possible to perceive that Editora Seguinte, from one year to the next, started to adopt publication formats that obtained greater reach and distribution, such as Reels, indicating an adaptation to the dynamics of distribution and to the trends of this social network. Given the above, it is concluded that Editora Seguinte has a well-structured digital presence, considering that it operates consistently in this space through frequent publications over the analyzed periods. The publisher also produces attractive content aimed at the target audience, aligning its communication with its editorial catalog and the characteristics of Instagram.

COMMITTEE MEMBERS:
Externa à Instituição - MANUELLA VIEIRA REALE - USP
Externa à Instituição - CAMILA AUGUSTA PIRES DE FIGUEIREDO - UFMG
Interna - ANA ELISA FERREIRA RIBEIRO
Presidente - PAULA RENATA MELO MOREIRA