Title: Innovations in communication and advertising: a perspective from small firms in southern Brazil

Authors: Leonel Cezar Rodrigues; Valéria Riscarolli; Fabricia Durieux Zucco; Christian Falaster

Addresses: Department of Management, Graduate School of Management, Universidade Nove de Julho, São Paulo, Brazil ' Department of Management, Americas University Center, São Paulo, Brazil ' Department of Communication, FURB - Universidade Regional De Blumenau, Blumenau, Santa Catarina, Brazil; Graduate School of Tourism, UNIVALI - Universidade do Vale do Itajaí, Balneário Camboriú, Santa Catarina, Brazil ' Department of Management, Graduate School of Management (PPGAd), FURB - Universidade Regional De Blumenau, Blumenau, Santa Catarina, Brazil

Abstract: Market penetration, especially for small firms, requires effective ways of communication for investments optimisation. For small firms communicating effectively, means also being selective on communications objectives. In this study we investigate the adoption of communication and advertising innovations in small firms, including the role of paid advertising, when using virtual social networks. We search a sample of 227 small firms in the Brazilian countryside. Main results confirm the premise of selective communication objectives, narrowing to brand communication and brand recalling. We also learn that small firms divert in objectives. Most of them pursue brand information, strengthening image and faster brand recall, when using virtual social communication. Some of them, however, remain on the traditional sales expansion and increasing revenues. The later use traditional advertising. The formers tend to innovate engaging in virtual social networks when communication objectives target at brand image, brand recall and deeper links with audience.

Keywords: marketing; advertising; innovation; innovation in advertising; small firms; virtual social networks; communication objectives.

DOI: 10.1504/IJIMA.2018.095359

International Journal of Internet Marketing and Advertising, 2018 Vol.12 No.4, pp.325 - 339

Available online: 24 Sep 2018 *

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