Soft power digital: como uma empresa calçadista constrói influência cultural no comércio internacional

Abstract

This Course Completion Paper addressed the construction of cultural influence through digital soft power strategies, having as its object of analysis a Brazilian footwear company. The general objective of the research was to analyze how a footwear company uses digital soft power strategies to build and disseminate cultural influence, with the aim of expanding its presence and strengthening its performance in international trade. To this end, a qualitative and exploratory study was developed, based on a literature review on soft power, digital soft power, country-of-origin effect, and international trade in the fashion-footwear segment, in addition to semi-structured interviews with professionals from the areas of marketing, exports, and communication. Content analysis made it possible to identify that the company's international digital presence was structured around campaigns with celebrities, collaborations, external partnerships, and local actions conducted by distributors and influencers. It was also observed that Brazilianness appeared as a relevant symbolic resource, although its application varied according to the brand, the market, and the strategy adopted. It is concluded that, in the case analyzed, digital soft power contributed to the international projection of Brazilian brands by articulating brand identity, local adaptation, and digital communication. [resumo fornecido pelo autor]