As mídias sociais como estratégia de marketing de relacionamento
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Data
2015
Tipo de documento
Dissertação
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Ciências Sociais Aplicadas
Modalidade de acesso
Acesso aberto
Editora
Autores
Rocha Júnior, Valdemiro da
Orientador
Sarquis, Aléssio Bessa
Coorientador
Resumo
A presente pesquisa tem por objeto de estudos as mídias sociais como ferramenta de marketing de relacionamento. Atualmente as mídias sociais se apresentam como um fenômeno da sociedade da informação, utilizadas como um espaço virtual no qual as pessoas interagem instantaneamente e trocam informações, postam fotografias, vídeos, opiniões etc., servindo como um canal de relacionamento social, profissional e acadêmico. O avanço das novas tecnologias da informação permite uma interação em tempo real por meio de inúmeros equipamentos como: computadores (Desktops), Notebooks, Smartphones, Tablets e Iphones. Assim, as mídias sociais se fazem presentes em todos os seguimentos da sociedade, sendo utilizadas tanto por pessoas físicas e por organizações empresariais que as vêm utilizando como um canal de comunicação no qual divulga seus produtos e serviços e se relaciona com seus clientes, transformando-as em um verdadeiro marketing de relacionamento. Seguindo esta tendência, a Universidade do Sul de Santa Catarina - UNISUL, também adotou as mídias sociais como um instrumento de marketing de relacionamento com seu público alvo, criando para tanto, um departamento de marketing digital responsável por esta tarefa. O estudo analisa justamente a utilização, pela UNISUL, das mídias sociais como uma estratégia de marketing de relacionamento, para tanto, será utilizado estudo de caso para o levantamento de dados através da realização de entrevistas junto aos responsáveis pelo marketing digital da UNISUL. A pesquisa, neste particular utilizou a filosofia da pesquisa interpretativista, tendo como lógica da pesquisa a indutiva, cuja abordagem do problema foi a qualitativa, cujo objetivo de pesquisa utilizou-se a pesquisa exploratória e descritiva, sendo aplicado o estudo de caso como estratégia de pesquisa, com o estudo do corte transversal como forma de análise de dados derivados de entrevistas com a aplicação de questionários. Também elaborou-se um rol de categorias temáticas tendo como norte o framework da pesquisa, que foram as estratégias de marketing, estratégias de comunicação de marketing, o marketing de relacionamento, a gestão de relacionamento, o marketing de relacionamento, as mídias sociais e o estudo das mídias sociais na UNISUL (processo de implementação, operacionalização e avaliação do desempenho das mídias sociais como marketing de relacionamento, pontos fortes, fracos e ameaças). Os resultados obtidos com a pesquisa demonstraram que a UNISUL vêm utilizando as mídias sociais como um instrumento de marketing de relacionamento com seu público alvo, sendo o facebook a mídia social que apresenta resultados mais positivos
This research is the subject of studies social media as relationship marketing tool. Currently social media present themselves as a phenomenon of the information society, used as a virtual space in which people interact instantly and exchange information, post photos, videos, opinions etc., serving as a social relationship channel, professional and academic. The advance of new information technology enables real-time interaction through numerous equipment such as computers (desktops), Notebooks, Smartphones, Tablets and Iphones. Thus, social media are present in all segments of society, being used both by individuals and business organizations that have been using as a communication channel on which discloses its products and services and relates to its customers, transformando- them in a true relationship marketing. Following this trend, the University of Southern Santa Catarina - UNISUL also adopted social media as a relationship marketing tool with their target audience, creating for this purpose, a digital marketing department responsible for this task. The study just looks at the use by UNISUL, social media as a relationship marketing strategy, therefore, we will use case study to survey data by conducting interviews with those responsible for digital marketing UNISUL. The research, in particular used the philosophy of interpretive research, with the logic of inductive research, whose problem was the qualitative approach, whose objective research used the exploratory and descriptive research, the case study being applied as strategy research study with the cross-sectional shape as analysis data derived from interviews with questionnaires. Also elaborated a list of themes having as north the framework of the research, they were marketing strategies, marketing communication strategies, relationship marketing, relationship management, relationship marketing, social media and the study of social media in UNISUL (implementation process, implementation and evaluation of the performance of social media and relationship marketing, strengths, weaknesses and threats). The results of the survey showed that UNISUL have been using social media as a relationship marketing tool with their target audience, and the facebook social media presents more positive results
This research is the subject of studies social media as relationship marketing tool. Currently social media present themselves as a phenomenon of the information society, used as a virtual space in which people interact instantly and exchange information, post photos, videos, opinions etc., serving as a social relationship channel, professional and academic. The advance of new information technology enables real-time interaction through numerous equipment such as computers (desktops), Notebooks, Smartphones, Tablets and Iphones. Thus, social media are present in all segments of society, being used both by individuals and business organizations that have been using as a communication channel on which discloses its products and services and relates to its customers, transformando- them in a true relationship marketing. Following this trend, the University of Southern Santa Catarina - UNISUL also adopted social media as a relationship marketing tool with their target audience, creating for this purpose, a digital marketing department responsible for this task. The study just looks at the use by UNISUL, social media as a relationship marketing strategy, therefore, we will use case study to survey data by conducting interviews with those responsible for digital marketing UNISUL. The research, in particular used the philosophy of interpretive research, with the logic of inductive research, whose problem was the qualitative approach, whose objective research used the exploratory and descriptive research, the case study being applied as strategy research study with the cross-sectional shape as analysis data derived from interviews with questionnaires. Also elaborated a list of themes having as north the framework of the research, they were marketing strategies, marketing communication strategies, relationship marketing, relationship management, relationship marketing, social media and the study of social media in UNISUL (implementation process, implementation and evaluation of the performance of social media and relationship marketing, strengths, weaknesses and threats). The results of the survey showed that UNISUL have been using social media as a relationship marketing tool with their target audience, and the facebook social media presents more positive results
Palavras-chave
Marketing de relacionamento, Redes sociais on-line, Universidades e faculdades - Administração - Marketing