Creative-innovative strategies of corporate communication of companies in digital social media: the Itaú, O Boticário and Cacau Show cases

Abstract

This article addresses in a preliminary way the creative and innovative strategies of institutional communication of the Itaú, OBoticário and Cacau Show enterprises, when analyzing the use by them of the digital social networks. The methodology used wasa multi-case study with and qualitative and quantitative analysis of the data. A system of variables and indicators is presentedto measure and identify which are the institutional communication strategies of a creative and innovative nature used by someof the more innovative Brazilian companies in the digital social media, pursuant to the ranking consulted. The results obtainedpoint to strategy making a privileged in institutional communication, leaving the merchandising at a second level, in addition tobe considered as a creative strategy that is appropriate for the current market standard, which can offer good dividends.