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Publication
Marketing digital e organizações: o contributo das redes sociais para as PME´s e as microempresas portuguesas
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| 1.93 MB | Adobe PDF |
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Abstract(s)
Esta investigação aprofundará a relação que as micro e PMEs (pequenas e médias empresas) portuguesas têm com seus clientes através das RS (redes sociais). O intuito é investigar se é possível aumentar o número de clientes ativos com o uso das RS, fideliza-los e, ainda, incrementar os resultados financeiros.
Metodologicamente, recorremos a utilização da entrevista em profundidade junto aos empresários e gestores das social media com objetivo de auferir a realidade do uso destes canais digitais como meio de comunicação com os clientes. A partir desta abordagem qualitativa foram encontrados padrões de comportamentos (na observação aos casos particulares) que estavam ou não de acordo com as premissas estabelecidas pelos autores especialistas sobre o tema. Chegamos às conclusões do estudo pelo método indutivo.
De acordo com o material coletado podemos destacar algumas conclusões: 1º ponto: a maior parte das empresas não contrata especialistas para a gestão online; apesar da autonomia em alguns casos ser louvável, o despreparo e desconhecimento técnico trazem danos às marcas e minimizam os efeitos positivos que as apropriadas ações de SMM (social media marketing) poderiam trazer; 2º ponto: quase todas as empresas realizam publicações contendo apenas conteúdo promocional, o que é considerado uma visão “míope” do marketing pois utiliza somente um único aspeto do SMM - a promoção de vendas.
This research deals with what micro and small and medium enterprises (SMEs) in Portugal can obtain through RS (social networks), namely, more clients and improvement in the outcome. The purpose is to investigate whether it is possible to increase the number of active customers using RS, to enhance loyalty, and to rise financial results. Methodologically, we used the in-depth interview with the social media managers and owners of companies to obtain the reality of the use of these digital channels as a means of communication with customers. From this qualitative approach were found patterns of behavior (in the observation to the cases) that were or not per the premises established by the expert authors on the subject. We have reached conclusions of the study by the inductive method. According to the collected material we could highlight some conclusions: 1º most companies do not hire specialists for online management; although autonomy in some cases is praiseworthy, unpreparedness and technical ignorance bring damage to brands and minimize the positive effects that appropriate social media marketing actions could fetch; and also: 2º some companies keep posting only with promotional content, which is considered a "myopic" view of marketing because it uses only a single aspect of SMM (sales promotion).
This research deals with what micro and small and medium enterprises (SMEs) in Portugal can obtain through RS (social networks), namely, more clients and improvement in the outcome. The purpose is to investigate whether it is possible to increase the number of active customers using RS, to enhance loyalty, and to rise financial results. Methodologically, we used the in-depth interview with the social media managers and owners of companies to obtain the reality of the use of these digital channels as a means of communication with customers. From this qualitative approach were found patterns of behavior (in the observation to the cases) that were or not per the premises established by the expert authors on the subject. We have reached conclusions of the study by the inductive method. According to the collected material we could highlight some conclusions: 1º most companies do not hire specialists for online management; although autonomy in some cases is praiseworthy, unpreparedness and technical ignorance bring damage to brands and minimize the positive effects that appropriate social media marketing actions could fetch; and also: 2º some companies keep posting only with promotional content, which is considered a "myopic" view of marketing because it uses only a single aspect of SMM (sales promotion).
Description
Keywords
Social media marketing Marketing Redes sociais