Palavras-chave
Análise de mídia social
Campanha publicitária desempenho
Capacidade de absorção
Como Citar
Resumo
Objetivo – Este estudo se concentra em como a interação entre a capacidade de absorção de uma empresa de publicidade (ACAP) e o uso de big data/análise de mídia social contribui para o desempenho das campanhas publicitárias.
Referencial teórico – Este estudo amplia a teoria das visões baseadas em recursos e conhecimento e a teoria das capacidades dinâmicas, explorando a capacidade de absorção em um novo contexto - o setor de publicidade e o desempenho de campanhas no Brasil. É analisada a influência do uso de conhecimento externo de análise de big data e análise de mídia social no desempenho de campanhas publicitárias de mídia cruzada na busca de vantagem competitiva.
Metodologia – Este estudo usa modelagem de equação estrutural em uma amostra de 335 agências de publicidade (335 questionários em todas as regiões do Brasil).
Resultados – Descobrimos que a análise de mídia social levou a um melhor desempenho das campanhas publicitárias, ao contrário da análise de big data, que não foi significativa.
Implicações práticas e sociais da investigação – São levantadas questões destacando a natureza integrativa da capacidade de absorção e como seus componentes (aquisição, assimilação, transformação e exploração) se relacionam com o desempenho das campanhas publicitárias.
Contribuições – É apresentada a aplicação de um modelo a empresas de publicidade, que difere de outros setores em sua operacionalização, apontando implicações teóricas e práticas críticas.
Palavras-chave – análise de big data; análise de mídia social; desempenho de campanhas publicitárias; capacidade de absorção.
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