As redes sociais digitais em estratégias de marketing
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Arquivos
Data
2011
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
Silva, Fabio Ribeirete
Orientador
Gonçalo, Claudio
Coorientador
Angelon, Maria Terezinha
Resumo
As redes sociais digitais ¿ RSD - representam um fator determinante para a compreensão e expansão das novas formas de agrupamentos sociais. Em razão da importância crescente que elas vêm desempenhando na sociedade contemporânea, este trabalho tem como objetivo analisar a sua utilização nas estratégias de marketing em uma indústria de alimentos, e busca apontar tendências para as organizações que procuram criar uma nova forma de relacionamento e comunicação com seus públicos de interesse. A fundamentação teórica concentrou-se em analisar o impacto das redes sociais digitais dentro do âmbito organizacional, fato evidenciado a partir das transformações que as tecnologias de informação e comunicação provocaram na sociedade e nos processos de trabalho, além de apresentar os principais conceitos referentes às estratégias de marketing a partir das RSD. A metodologia aplicada foi o estudo de caso, por meio de pesquisa descritiva, com método de coleta de dados qualitativo e com entrevista semiestruturada; e a análise de dados caracteriza-se como empírica à medida que os dados coletados foram interpretados de forma a responder aos objetivos do estudo. As principais conclusões demonstram que para a empresa estudada, as RSD representam uma oportunidade de acesso direto sem intermediários aos consumidores de seus produtos, o que é um fator importante, para uma empresa que comercializa os seus produtos através de grandes redes e nem sempre tem a oportunidade de interagir com os consumidores de seus produtos. Nesse sentido, a empresa estudada mostra ser uma empresa inovadora no setor da indústria de alimentos, buscando através das redes sociais digitais aproximar-se e se relacionar com os clientes consumidores e extrair informações estratégicas para empresa por meio das RSD.
The digital social networks - DSN - represent a determining factor for the understanding and expansion of new forms of social groupings. Given the growing importance they have played in contemporary society, this work is to analyze its use in marketing strategies in a food industry trendsetter for organizations looking to create a new form of relationship and communication with its public interest. The theoretical framework focused on analyzing the impact of digital social networks in the organizational scope, which is evidenced from the changes that information technology and communication resulted in society and in work processes, and present the main concepts related to the strategies marketing from DSN. The methodology applied was the case study, through descriptive research method with qualitative data collection and semi-structured interview, and data analysis is characterized as empirical as the data were interpreted to meet the objectives the study. The principal conclusions show that for the company studied, the DSN is an opportunity for direct access to consumers without intermediaries of their products, which is a very important factor for a company that markets its products through large networks and does not always have the opportunity to interact with consumers of its products. In this sense, the company studied proves to be an innovative company in the field of food industry, seeking through the digital social networks to approximate and relate to customers and consumers and extract strategic information for company through the DSN.
The digital social networks - DSN - represent a determining factor for the understanding and expansion of new forms of social groupings. Given the growing importance they have played in contemporary society, this work is to analyze its use in marketing strategies in a food industry trendsetter for organizations looking to create a new form of relationship and communication with its public interest. The theoretical framework focused on analyzing the impact of digital social networks in the organizational scope, which is evidenced from the changes that information technology and communication resulted in society and in work processes, and present the main concepts related to the strategies marketing from DSN. The methodology applied was the case study, through descriptive research method with qualitative data collection and semi-structured interview, and data analysis is characterized as empirical as the data were interpreted to meet the objectives the study. The principal conclusions show that for the company studied, the DSN is an opportunity for direct access to consumers without intermediaries of their products, which is a very important factor for a company that markets its products through large networks and does not always have the opportunity to interact with consumers of its products. In this sense, the company studied proves to be an innovative company in the field of food industry, seeking through the digital social networks to approximate and relate to customers and consumers and extract strategic information for company through the DSN.
Palavras-chave
Marketing de rede, Redes de relações sociais, Marketing de relacionamento