A IMPORTÂNCIA DA HUMANIZAÇÃO DA MARCA NO MUNDO DIGITAL

Abstract

This work aims to analyze communication and demonstrate the possible strategies that can be used by the company Lenis Lanches, for the process of humanizing the brand in the digital context. This study has a qualitative character, it is a study that seeks to understand the empathetic and differentiated communication used by companies in the current market and how this method of humanized interaction is constructed. Therefore, the method used was a case study, where a questionnaire was applied to a group of people who use this type of service and were able to report and express their opinions. As a result of this study, it can be seen that the company has not yet created an emotional bond with its customers, building loyalty through empathetic service, but that through this study it can adhere to this idea and use it as a strategy in your company. The purpose of this article was to show the importance that these strategies have in boosting and positioning the company at the highest standard in the market, in the face of digital platforms, extolling successful strategies.