TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | COMMUNITY MARKETING AND PLAYER ENGAGEMENT: A STUDY ON THE INFLUENCE OF TWITCH ON LOYALTY TO THE GTA FRANCHISE IN THE PRE-LAUNCH CONTEXT OF GTA VI | ||||||||||||
| Autor(es): |
PEDRO MACHADO MOURA JARDIM |
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| Colaborador(es): |
JOAO RENATO DE SOUZA COELHO BENAZZI - Orientador |
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| Catalogação: | 29/MAI/2026 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=76460@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=76460@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.76460 | ||||||||||||
| Resumo: | |||||||||||||
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This work investigates how GTA V broadcasts on the Twitch platformcontribute to the symbolic engagement of users and strengthen the relationshipwith the Rockstar brand. Through a structured questionnaire applied to 35respondents, consumption habits, perception of belonging, and expectationsregarding the release of GTA VI were analyzed. The research engages withauthors such as Muniz and O Guinn (2001), Lopes (2021), and Taveira (2023),highlighting the role of online communities, symbolic marketing, and transmedia.The results indicate that, even without active engagement, many users maintainemotional ties with the franchise through the consumption of live streams andsymbolic socialization.
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