Social media marketing no contexto das organizações culturais

: estudo de caso do Teatro Nacional São Luiz

Abstract

The development of information technologies and the growing globalization witnessed in recent decades have created a new consumer, characterized by its active, informed and highly influential role. In this context, these transformations in our society created new adaptation efforts across organizations, including those in the cultural sector. Cultural Marketing emerges as a response to a certain conjuncture within cultural organizations. The current competitive environment, with increasingly demanding, self-confident and selective
consumers, and the recurring financing difficulties experienced in this sector made it necessary to use Marketing as a tool, to help organizations reach their audiences. In this context, considering the digital age in which we find ourselves, Social Media Marketing has become central for the communication strategies of most organizations.
The present study intends to know how the public of Teatro São Luiz uses the various social media tools to engage with the Theater. The main objective is to analyze the relationship established between the Theater and the public through the online channels and trying to understand whether São Luiz, at this moment, is taking advantage of them. The results provide us with a set of evidence, allowing us to consider several opportunities to create engagement in the social media platforms. Such opportunities can be identified by measuring the public's interest in carrying out various practices. The new technology has enabled the dissemination of diversified content and the public is increasingly active and
interested in following and getting involved with the Theater.

Date of Award	9 Feb 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	José Gabriel Andrade (Supervisor)