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Marketing de entretenimento como ferramenta educativa: lições empreendedoras a partir do caso BTS
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Resumo(s)
Este artigo analisa as estratégias de marketing de entretenimento adotadas pelo grupo BTS, com foco em seu potencial como instrumento de apoio à educação empreendedora. A pesquisa, de abordagem qualitativa e caráter descritivo, utilizou estudo de caso com a fanbase amapaense AMAPARMY, por meio de grupo focal online. Os resultados revelam um ecossistema de marketing de entretenimento sofisticado, baseado em presença transmídia, engajamento emocional, gamificação, conteúdos exclusivos e atuação social. Emergiram sete categorias analíticas que ampliam a compreensão do marketing de entretenimento como ferramenta pedagógica. O estudo demonstra que as práticas do BTS favorecem o desenvolvimento de competências empreendedoras como criatividade, gestão de marca e protagonismo juvenil. Conclui-se que o marketing de entretenimento pode ser incorporado à educação empreendedora como metodologia ativa, conectada à cultura digital e à realidade dos estudantes, contribuindo para a formação de jovens críticos, inovadores e engajados socialmente.
This article analyzes the entertainment marketing strategies employed by the group BTS, focusing on their potential as a tool to support entrepreneurial education. Adopting a qualitative, descriptive approach, the study uses a case study of the Amapá-based fanbase AMAPARMY, through an online focus group. The findings reveal a sophisticated marketing ecosystem characterized by transmedia presence, emotional engagement, gamification, exclusive content, and social advocacy. Seven analytical categories emerged, expanding the understanding of entertainment marketing as a pedagogical resource. The study demonstrates that BTS’s practices foster the development of entrepreneurial competencies such as creativity, brand management, and youth protagonism. It concludes that entertainment marketing can be incorporated into entrepreneurial education as an active methodology, aligned with digital culture and students’ realities, contributing to the formation of socially engaged, innovative, and critically aware young individuals.
This article analyzes the entertainment marketing strategies employed by the group BTS, focusing on their potential as a tool to support entrepreneurial education. Adopting a qualitative, descriptive approach, the study uses a case study of the Amapá-based fanbase AMAPARMY, through an online focus group. The findings reveal a sophisticated marketing ecosystem characterized by transmedia presence, emotional engagement, gamification, exclusive content, and social advocacy. Seven analytical categories emerged, expanding the understanding of entertainment marketing as a pedagogical resource. The study demonstrates that BTS’s practices foster the development of entrepreneurial competencies such as creativity, brand management, and youth protagonism. It concludes that entertainment marketing can be incorporated into entrepreneurial education as an active methodology, aligned with digital culture and students’ realities, contributing to the formation of socially engaged, innovative, and critically aware young individuals.
Descrição
Palavras-chave
Marketing de entretenimento Educação empreendedora Engajamento digital e juvenil Entertainment marketing Entrepreneurial education Digital and youth engagement
Contexto Educativo
Citação
Editora
SkillsResearch
Licença CC
Sem licença CC