Produção de informação de produto em ambiente de comércio eletrônico: uma proposta de modelo de representação

Abstract

Electronic commerce is increasingly present in society with the advancement of information technologies. To sell products and services online, companies use websites, virtual stores to promote their products through social networks. However, to achieve the final objective, which is sales, you need to stand out compared to your competitors. Therefore, product images must be well-represented to stimulate the intended action. Given this scenario, Information Science can contribute with methods of representing informational content and assist in making this information available with theoretical approaches to marketing and advertising. This thesis aims to develop a model to assist brands and, mainly, small entrepreneurs in representing product images in an electronic marketing environment. The choice of theme is justified by the need to develop studies that help a brand present information about the product to the end consumer. The following assumptions guided the development of this investigation in which advertising photographs are fundamental in promoting and selling products and services. Advertising and marketing use different strategies at the time of writing to stimulate and lead the public to act in a certain way. As a hypothesis of this research, developing the thematic information representation model can facilitate the availability of information about products and assist brands in sales. This research is characterized as qualitative and exploratory, aiming to understand the context of the problem and propose a solution. As a methodology, the following methodological procedures were adopted: systematic literature review in information science, marketing, and advertising to identify the theoretical contributions of each area for elaborating the proposed model. Developed a model for representing product images, called MRP, composed of five informational categories: product name, description, technical information, tags, attributes/evaluations. Finally, it is possible to prepare a final report. The brand itself can fill in these categories according to your interests. The developed Model is available online and can be used by brands and other entrepreneurs who sell their products electronically. As a last step, the model was validated by selecting a sample that was made up of three different brands and three similar products. As a result of the research, the potential for using MRP to assist in the process of representing information about the products sold was observed. MRP resulted in the production of a set of product information in an e-commerce environment with a view to presenting the selected products in the sample based on brand and consumer values. Furthermore, the model developed makes it possible to systematize the representation of information that will be made available on product images. As contributions to the areas involved, it was found that MRP has practical application, which facilitates the process of organizing and making information available in the electronic environment.