Digital media in building the brand image: experiential perspectives from MasterChef Brazil

Abstract

This article addresses the reality show MasterChef Brazil and the use of Twitter. It aims to identify the tactics used by the show to build the brand image. For its viability, both bibliographic and documentary research methods were used, with a qualitative approach and later case study of the MasterChef Brazil profile. From it, we could verify the tactics used by the research object in question, confirm the effectiveness of Twitter as an interaction tool between the brands and their fans, and understand the motivational aspects of communication of the companies in this social network to build the brand image.