<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2184-0180</journal-id>
<journal-title><![CDATA[Convergências - Revista de Investigação e Ensino das Artes]]></journal-title>
<abbrev-journal-title><![CDATA[Revista Convergências]]></abbrev-journal-title>
<issn>2184-0180</issn>
<publisher>
<publisher-name><![CDATA[Escola Superior de Artes AplicadasInstituto Politécnico Castelo Branco]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2184-01802021000200143</article-id>
<article-id pub-id-type="doi">10.53681/c1514225187514391s.28.89</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[A Comunicação Digital da Marca na Cultura de Tribos]]></article-title>
<article-title xml:lang="en"><![CDATA[The Digital Communication of the Brand in the Culture of Tribes]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Abdalla]]></surname>
<given-names><![CDATA[Gabriela Cassiano]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sousa]]></surname>
<given-names><![CDATA[Richard Perassi Luiz de]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade Federal de Santa Catarina Centro de Comunicação e Expressão Departamento de Design e Expressão Gráfica]]></institution>
<addr-line><![CDATA[Santa Catarina ]]></addr-line>
<country>Brazil</country>
</aff>
<pub-date pub-type="pub">
<day>30</day>
<month>11</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>30</day>
<month>11</month>
<year>2021</year>
</pub-date>
<volume>14</volume>
<numero>28</numero>
<fpage>143</fpage>
<lpage>154</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2184-01802021000200143&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2184-01802021000200143&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2184-01802021000200143&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Com as mudanças socioculturais ocorridas após segunda guerra mundial, continuamente, instituições e empresas precisaram se adaptar a ideias e atitudes que emergiram dos movimentos chamados de &#8220;Contracultura&#8221;. Em função da diversificação étnico-cultural, foram sendo alterados os modelos de comunicação das marcas com o público. Progressivamente, a comunicação de massa foi parcialmente substituída por abordagens de Marketing de nicho, principalmente com recursos digitais online. Assim, o foco da comunicação da marca recaiu sobre os aspectos estético-simbólicos atrativos aos atuais ou potenciais consumidores e clientes, cuja maioria encontra-se vinculada às redes sociais online. Devido às características interpessoais da sociedade integrada na comunicação digital, atualmente, a comunicação de algumas empresas é dirigida principalmente para pessoas que se identificam com os valores da identidade de marca. Considerando isso, relata-se aqui a pesquisa descritivo-qualitativa realizada como &#8220;estudo de caso&#8221;, sobre a comunicação da marca brasileira Lola Cosmetics, cujos emissores buscam reunir uma comunidade digitalmente integrada que, teoricamente, é integrada à atual cultura de tribos.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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 &#8220;Counterculture&#8221;. 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 &#8220;case study&#8221;, 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.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[Marca de Cosméticos]]></kwd>
<kwd lng="pt"><![CDATA[Cultura Digital]]></kwd>
<kwd lng="pt"><![CDATA[Fidelização]]></kwd>
<kwd lng="pt"><![CDATA[Cultura Online]]></kwd>
<kwd lng="pt"><![CDATA[Identidade de Tribos]]></kwd>
<kwd lng="en"><![CDATA[Cosmetics brand]]></kwd>
<kwd lng="en"><![CDATA[Digital Culture]]></kwd>
<kwd lng="en"><![CDATA[Loyalty]]></kwd>
<kwd lng="en"><![CDATA[Online Culture]]></kwd>
<kwd lng="en"><![CDATA[Tribal Identity]]></kwd>
</kwd-group>
</article-meta>
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