Falcão, Roberto Flores2024-03-272024-03-272023SOBRINHO, Clér Nunes. O papel do marketing inclusivo no posicionamento de marca vivo. Goiânia (GO), 2023. 55f. Dissertação (Mestrado Profissional em Administração) - Centro Universitário Alves Faria, 2023.https://repositorio.unialfa.com.br/handle/123456789/347This study aims to understand the role of inclusive marketing in the brand positioning of the company VIVO and to portray how the company uses its inclusive marketing in its videos as a strategic factor in its brand positioning, describing which social groups (LGBTQIAPN+, gender, people with disabilities and ethnicities) were mentioned in the advertising videos of the company VIVO. Their coherence as to the scope of the advertising proposal to these same groups, in addition to delimiting the scope of the advertising proposal of the advertising videos for each social group portraying their constancy between the date of the first and the last one advertised. To this end, the exploratory qualitative method was used. The data collection and sampling for this research was through the digital platform www.youtube.com on the company's channel VIVO, where advertising videos were watched about the word "diversity" that resulted in the results such as the largest and smallest number of videos posted with or without intersectionalities between the minority groups, a greater and lesser amount of time added on the videos of the minoritized groups, a greater and lesser number of items in the de-steretyping checklist and a larger and smaller social group made visible by the company VIVO, in addition to the qualitative analyses, comparing the theoretical framework data and the results found through the research.ptDiversidadeMarketing inclusivoPosicionamento de marca