Taggers

Marketing 4.0 and the case of TAG

Authors

DOI:

https://doi.org/10.1590/1809-58442023137pt

Keywords:

Marketing 4.0, Experience, Tag Books, Social media, Digital Platforms

Abstract

Marketing strategies evolve alongside new communication models led by digital platforms in an increasingly connected society. Currently, companies seek to relate to their customers based on emotional logic and recognition in relation to brands, surpassing only the rational aspects linked to products and services. In the wake of investigations linked to changes in marketing tactics, this article will address the concept and applications of Marketing 4.0 based on the business model led by the company TAG - Literary Experiences. To this end, the study analyzed the company’s official digital channels, with an emphasis on Facebook, Instagram, and mobile applications, based on content analysis. It is concluded that the company is focused on new customer relationship paradigms, creating ways of identifying with its target audience as the essence of its services, based on the new challenges proposed by Marketing 4.0.

Author Biographies

  • Ana Carolina Westrup, Universidade Federal de Sergipe. São Cristóvão - SE, Brazil, Universidade Federal de Sergipe. São Cristóvão - SE, Brasil, Universidade Federal de Sergipe. São Cristóvão - SE, Brasil

    She holds a Master in Communication Economics (UFS) from the Postgraduate Program in Communication at the Universidade Federal de Sergipe (UFS). She is currently a Ph.D. student in Sociology at the Universidade Federal de Sergipe, where she is a CNPQ/Social Technology fellow, studying the operating model of digital platforms and fake news. She holds a degree in Advertising and Marketing from the Universidade Tiradentes and is a researcher at the Observatory of Economics and Communication (OBSCOM - UFS), where she develops studies on the Brazilian television market and media convergence, and at the Laboratory for Studies on Power and Politics (LEPP - UFS), where she conducts research on the impact of fake news on the political system. She is a member of Intervozes - Coletivo Brasil de Comunicação Social, which is part of the GT on Disinformation.

  • Pablo Boaventura Sales Paixão, Universidade Federal de Sergipe. Aracaju - SE, Brazil, Universidade Federal de Sergipe. Aracaju - SE, Brasil, Universidade Federal de Sergipe. Aracaju - SE, Brasil

    Ph.D. in Information Science from the Universidad Complutense de Madrid (2016), with the title revalidated by the Universidade de Brasília (UnB); Master in Education (2011); Specialist in Communication and Digital Media (2006); and Bachelor in Social Communication (2004) from Universidade Tiradentes - UNIT. Volunteer permanent professor of the Postgraduate Program in Information Science at the Universidade Federal de Sergipe (UFS).

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Published

2023-12-15

Issue

Vol. 46 (2023)

Section

Articles

License

Copyright (c) 2023 Ana Carolina Westrup, Pablo Boaventura Sales Paixão

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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How to Cite

Taggers: Marketing 4.0 and the case of TAG. Intercom - Brazilian Journal of Communication Sciences, São Paulo, v. 46, p. e2023137, 2023. DOI: 10.1590/1809-58442023137pt. Disponível em: https://revistas.intercom.org.br/index.php/revistaintercom/article/view/3948. Acesso em: 21 jul. 2026.