The Persona and Digital Scientific Marketing

strategies for ASEO

Authors

  • Gustavo Lunardelli Trevisan Universidade Estadual Paulista
  • Dra. Silvana Drumond Monteiro Universidade Estadual de Londrina
  • Silvana Aparecida Borsetti Gregorio Vidotti Unesp

DOI:

https://doi.org/10.18225/ci.inf.v53i.6703

Keywords:

Digital scientific marketing, Academic Search Engine Optimization (ASEO), Scientific production. Digital marketing, Digital marketing. Scientific communication

Abstract

Introduction: Examines the implications of marketing in improving content related to scientific production, focusing on Academic Search Engine Optimization (ASEO) and highlighting the role of Digital Scientific Marketing. Methodology: It presents the constructive stages of Digital Scientific Marketing from the ASEO perspective, considering the Author dimension and the formal and informal channels that constitute digital information environments. Results: Describes the stages of Planning, Persona Definition, Content Creation and Definition, Content Distribution, Content Evaluation, and Result Measurement for the application of Digital Scientific Marketing in the ASEO context. Conclusion: The application of Digital Scientific Marketing requires reflection on the target audience and the proper delivery of content, taking into account social media metrics and effective audience engagement. Integrating Digital Scientific Marketing with Academic Search Engine Optimization (ASEO) provides new perspectives for scientific research, aiming to reach audiences beyond the specialized public. This approach can foster research in various knowledge areas and lead to the development of new lines of investigation.

Downloads

Download data is not yet available.

Author Biographies

  • Gustavo Lunardelli Trevisan, Universidade Estadual Paulista

    Gustavo Lunardelli Trevisan
    PhD in Information Science, São Paulo State University (Unesp), Marília, SP, Brazil.
    Lattes: http://lattes.cnpq.br/6416220106910013
    ORCID: https://orcid.org/0000-0002-4175-7910
    E-mail: g.trevisan@unesp.br

  • Dra. Silvana Drumond Monteiro, Universidade Estadual de Londrina

    Silvana Drumond Monteiro
    Postdoctoral researcher in Information Science, Federal University of Minas Gerais (UFMG), Belo Horizonte, MG, Brazil. PhD in Communication and Semiotics, PUC, São Paulo.
    Faculty member of the Graduate Program in Information Science at the State University of Londrina (UEL), Londrina, PR, Brazil.
    Website: https://gpciber.webnode.page/
    ORCID: https://orcid.org/0000-0001-7228-1380
    E-mail: silvanadrumond@gmail.com

  • Silvana Aparecida Borsetti Gregorio Vidotti, Unesp

    Silvana Aparecida Borsetti Gregorio Vidotti
    PhD in Education, São Paulo State University (Unesp), Marília, SP, Brazil.
    Cabinet Advisor for the Office of the Pro-Rector for Undergraduate Studies at São Paulo State University (Unesp), São Paulo, SP, Brazil.
    Faculty member of the Graduate Program in Information Science at São Paulo State University (Unesp), Marília, SP, Brazil.
    Lattes: http://lattes.cnpq.br/7390573927636069
    ORCID: https://orcid.org/0000-0002-4216-0374
    E-mail: silvana.vidotti@unesp.br

References

ARAÚJO, Ronaldo Ferreira de. Marketing científico digital e métricas alternativas para periódicos: da visibilidade ao engajamento. Perspectivas em Ciência da Informação, v. 20, n. 3, p. 67–84, 2015. DOI 10.1590/1981- 5344/2402. Disponível em: https://www.scielo.br/j/pci/a/HNvPmkhhgkm6Snghmn6Xmkq/?format=pdf&lang=pt. Acesso em: 19 maio 2023.

BIZZOCCHI, Aldo. Marketing científico: o papel do marketing na difusão da ciência. In: CONGRESSO BRASILEIRO DE CIÊNCIAS DA COMUNICAÇÃO, 15., 2002, Salvador. Anais [...]. São Paulo: Intercom, 2002. Disponível em: http://reposcom.portcom.intercom.org.br/dspace/bitstream/1904/18870/1/2002_NP9bizzocchi.pdf. Acesso em: 19 maio 2023.

GULKA, Juliana Aparecida; LUCAS, Elaine Rosangela de Oliveira. Presença digital em portais de periódicos: proposta de análise. Em Questão, Porto Alegre, Edição Especial 5 EBBC, v. 23, p. 159-179, 2017. Disponível em: https://seer.ufrgs.br/EmQuestao/article/view/68085. Acesso em: 19 maio 2023.

LÉVY, Pierre. Cibercultura. São Paulo: Editora 34, 2009.

TREVISAN, Gustavo Lunardelli. Otimização de conteúdo informacional para mecanismo de busca acadêmico. 2022. Tese (Doutorado em Ciência da Informação) – Faculdade de Filosofia e Ciências, Universidade Estadual Paulista, Marília, 2022. Disponível em: https://repositorio.unesp.br/handle/11449/239532. Acesso em: 19 de maio de 2023.

Downloads

Published

18/07/2024

Issue

Vol. 53 (2024): Número Especial: dossiê temático do VI Workshop de Informação, Dados e Tecnologia (Widat)

Section

Articles

License

Copyright (c) 2024 Gustavo Lunardelli Trevisan, Silvana Drumond Monteiro, Silvana Aparecida Borsetti Gregorio Vidotti

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

  • This publication reserves the right to modify the original, regarding norms, spelling and grammar, in order to maintain the standards of the language, still respecting author writing style;
  • The final proofs will not be sent to the authors;
  • Published works become Ciência da Informação's property, their second partial or full print being subject to expressed authorization by IBICT's Director;
  • The original source of publicaton must be provided at all times;
  • The authors are solely responsible fo the views expressed within the article;
  • Each author will receive two hard copies of the issue, if made availalbe in print.