Marca e produção de conteúdo: estudo da comunicação da Jeep nas mídias sociais

Abstract

This monograph explores the theme "Brand and content production: a study of Jeep’s communication on social media." The research aimed to answer the question: How does Jeep’s content production behave on its official Instagram profile and podcast to build adventure, freedom, authenticity, and passion as part of the brand's identity? The study is structured into four chapters. The first presents the research design, including the definition of the theme, the formulation of the research question, hypotheses, general and specific objectives, as well as the justification for the topic choice. The second chapter presents the literature review, addressing key concepts such as the history of the Jeep brand, its market positioning, the role of social media in communication strategies, and content marketing. The third chapter outlines the methodology adopted, which is a descriptive study with a qualitative approach. The corpus consists of 12 Jeep posts on Instagram and one episode of the brand’s podcast. The method of analysis used was Content Analysis. The fourth and final chapter presents the analysis of the corpus, which indicated that Jeep uses emotionally engaging content, visual and auditory narratives, as well as strategic partnerships, to reinforce the values of adventure, freedom, authenticity, and passion, which define its positioning.