The ebook as a business communication strategy

Abstract

This research work is carried out in a business-to-business context, in a Portuguese multinational and proposes the design, development and validation of an electronic book (ebook) as a business communication tool to promote the consumption of bread for the children’s audience. This work justifies the need to fit, based on the literature review on communication tools dedicated to children, the ebook as a new way of promoting a product and a smart learning. We talk about digital communication and communication strategies that appear on the Internet, with a focus on the children’s audience. Nowadays, parents spend less time with their children, trying to protect them inside the home, where techno‐ logical entertainment takes place. Thus, arise marketing strategies that get confused with entertainment, as is the case of eatertainment and advergame. Framed in content marketing, the ebook is a teaching and entertainment tool, by which the children’s audience is the most interesting target audience. The meth‐ odology used in the present study is development research and the focus group is the method of data collection. The main results obtained are that the cereals best known by the group of children studied are wheat and corn. Children like bread and essentially associate it with sensory experiences (hot, tasty, thick, fluffy, crispy). Children know and eat more types of wheat bread. They usually eat bread twice a day and like to eat it at breakfast. Children do not appreciate the baker profession, so there is an opportunity to promote the baking industry through the presentation of good reasons to be a baker. Regarding the interactive elements most appreciated in an ebook, the results show that children prefer games and quizzes.