Resumen

ABDALLA, Gabriela Cassiano  y  SOUSA, Richard Perassi Luiz de. The Digital Communication of the Brand in the Culture of Tribes. Revista Convergências [online]. 2021, vol.14, n.28, pp.143-154.  Epub 30-Nov-2021. ISSN 2184-0180.  https://doi.org/10.53681/c1514225187514391s.28.89.

With the socio-cultural changes that occurred after the Second World War, institutions and companies continually had to adapt to the ideas and attitudes that emerged from the movements called “Counterculture”. Due to the ethnic-cultural diversification, the brands' communication models with the public were changed. Progressively, mass communication was partially replaced by niche marketing approaches, mainly with online digital resources. Thus, the focus of the brand's communication fell on the aesthetic-symbolic aspects attractive to current or potential consumers and customers, most of whom are linked to online social networks. Due to the interpersonal characteristics of the society integrated in digital communication, today, the communication of some companies is directed mainly to people who identify with the values of the brand identity. Considering this, we report here the descriptive-qualitative research carried out as a “case study”, on the communication of the Brazilian brand Lola Cosmetics, whose emitters seek to bring together a digitally integrated community that, theoretically, is integrated into the current culture of tribes.

Palabras clave : Cosmetics brand; Digital Culture; Loyalty; Online Culture; Tribal Identity.

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