Digital marketing as a competitive differential in sales of a lingerie store in Sergipe
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , , , , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Research, Society and Development |
Texto Completo: | https://rsdjournal.org/index.php/rsd/article/view/31278 |
Resumo: | With the COVID-19 pandemic, companies needed to innovate to stay in the market, and digital marketing was a means to contribute to improving sales and increasing the visibility of organizations in the market. Therefore, this research aims to analyze how digital marketing can boost sales in a lingerie store. Regarding the methodology, the research is classified as exploratory quantitative, being applied a questionnaire with closed questions to a non-probabilistic sample of customers and potential customers of the company under study. After analyzing the results found, it can be observed that most respondents highlighted that the most used means of communication to find new stores is Instagram and that they buy in the store due to the variety of products and the good price or quality. The data indicate that the store achieves greater visibility through digital means and that the use of digital marketing contributes to increased sales of products, with customers saying that the quality of the photo of the products totally interferes with the choice. Therefore, the importance of investing in digital marketing is emphasized, seeking to improve the relationship between company and customer, and consequently increase the organization's position in the current competitive market. |
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Digital marketing as a competitive differential in sales of a lingerie store in SergipeEl marketing digital como diferencial competitivo en las ventas de una tienda de lencería en SergipeMarketing digital como diferencial competitivo nas vendas de uma loja de lingerie de SergipeCompetitividadeCOVID-19ComunicaçãoMarketing.CompetitividadCOVID-19ComunicaciónMárketing.CompetitivenessCOVID-19CommunicationMarketing.With the COVID-19 pandemic, companies needed to innovate to stay in the market, and digital marketing was a means to contribute to improving sales and increasing the visibility of organizations in the market. Therefore, this research aims to analyze how digital marketing can boost sales in a lingerie store. Regarding the methodology, the research is classified as exploratory quantitative, being applied a questionnaire with closed questions to a non-probabilistic sample of customers and potential customers of the company under study. After analyzing the results found, it can be observed that most respondents highlighted that the most used means of communication to find new stores is Instagram and that they buy in the store due to the variety of products and the good price or quality. The data indicate that the store achieves greater visibility through digital means and that the use of digital marketing contributes to increased sales of products, with customers saying that the quality of the photo of the products totally interferes with the choice. Therefore, the importance of investing in digital marketing is emphasized, seeking to improve the relationship between company and customer, and consequently increase the organization's position in the current competitive market.Con la pandemia del COVID-19, las empresas necesitaban innovar para mantenerse en el mercado, y el marketing digital era un medio para contribuir a mejorar las ventas y aumentar la visibilidad de las organizaciones en el mercado. Por ello, esta investigación tiene como objetivo analizar cómo el marketing digital puede impulsar las ventas en una tienda de lencería. En cuanto a la metodología, la investigación se clasifica como exploratoria cuantitativa, aplicándose un cuestionario con preguntas cerradas a una muestra no probabilística de clientes y potenciales clientes de la empresa objeto de estudio. Tras analizar los resultados encontrados, se puede observar que la mayoría de los encuestados destacan que el medio de comunicación más utilizado para encontrar nuevas tiendas es Instagram y que compran en la tienda por la variedad de productos y el buen precio o calidad. Los datos indican que la tienda logra una mayor visibilidad a través de medios digitales y que el uso del marketing digital contribuye a aumentar las ventas de productos, con los clientes diciendo que la calidad de la foto de los productos interfiere totalmente en la elección. Por lo tanto, se enfatiza la importancia de invertir en marketing digital, buscando mejorar la relación entre empresa y cliente, y consecuentemente aumentar la posición de la organización en el mercado competitivo actual.Com a pandemia da COVID-19 as empresas precisaram inovar para se manter no mercado, e o marketing digital foi um meio para contribuir para melhoria das vendas e aumento da visibilidade das organizações no mercado. Por isso, esta pesquisa tem como objetivo analisar como o marketing digital pode impulsionar as vendas de uma loja de lingerie. Com relação à metodologia, a pesquisa se classifica como exploratória quantitativa, sendo aplicado um questionário com perguntas fechadas a uma amostra não probabilística de clientes e possíveis clientes da empresa em estudo. Após análise dos resultados encontrados, pode-se observar que a maioria dos entrevistados destacou que o meio de comunicação mais utilizado para encontrar novas lojas é o Instagram e que compram na loja devido à variedade de produtos e pelo bom preço ou pela qualidade. Os dados indicam que a loja consegue maior visibilidade por meios digitais e que a utilização do marketing digital contribui para aumento das vendas dos produtos, sendo que os clientes afirmaram que a qualidade da foto dos produtos interfere totalmente na escolha. Por isso enfatiza-se a importância de se investir em marketing digital buscando melhorar a relação entre empresa e cliente, e consequentemente aumentar a posição da organização no mercado competitivo atual.Research, Society and Development2022-06-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://rsdjournal.org/index.php/rsd/article/view/3127810.33448/rsd-v11i8.31278Research, Society and Development; Vol. 11 No. 8; e59611831278Research, Society and Development; Vol. 11 Núm. 8; e59611831278Research, Society and Development; v. 11 n. 8; e596118312782525-3409reponame:Research, Society and Developmentinstname:Universidade Federal de Itajubá (UNIFEI)instacron:UNIFEIporhttps://rsdjournal.org/index.php/rsd/article/view/31278/26834Copyright (c) 2022 Samuel Santana de Almeida; Suiane dos Anjos Alves ; Vanessa Kelly Silva Santos; Cleide Ane Barbosa da Cruz; Joenison Batista da Silva; Raquel Nominato Araújo ; Luciano Paulo de Araújo Maia https://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessAlmeida, Samuel Santana de dos Anjos Alves , Suiane Santos, Vanessa Kelly Silva Cruz, Cleide Ane Barbosa da Silva, Joenison Batista da Araújo , Raquel Nominato Maia , Luciano Paulo de Araújo 2022-07-01T13:34:06Zoai:ojs.pkp.sfu.ca:article/31278Revistahttps://rsdjournal.org/index.php/rsd/indexPUBhttps://rsdjournal.org/index.php/rsd/oairsd.articles@gmail.com2525-34092525-3409opendoar:2024-01-17T09:47:40.523371Research, Society and Development - Universidade Federal de Itajubá (UNIFEI)false |
dc.title.none.fl_str_mv |
Digital marketing as a competitive differential in sales of a lingerie store in Sergipe El marketing digital como diferencial competitivo en las ventas de una tienda de lencería en Sergipe Marketing digital como diferencial competitivo nas vendas de uma loja de lingerie de Sergipe |
title |
Digital marketing as a competitive differential in sales of a lingerie store in Sergipe |
spellingShingle |
Digital marketing as a competitive differential in sales of a lingerie store in Sergipe Almeida, Samuel Santana de Competitividade COVID-19 Comunicação Marketing. Competitividad COVID-19 Comunicación Márketing. Competitiveness COVID-19 Communication Marketing. |
title_short |
Digital marketing as a competitive differential in sales of a lingerie store in Sergipe |
title_full |
Digital marketing as a competitive differential in sales of a lingerie store in Sergipe |
title_fullStr |
Digital marketing as a competitive differential in sales of a lingerie store in Sergipe |
title_full_unstemmed |
Digital marketing as a competitive differential in sales of a lingerie store in Sergipe |
title_sort |
Digital marketing as a competitive differential in sales of a lingerie store in Sergipe |
author |
Almeida, Samuel Santana de |
author_facet |
Almeida, Samuel Santana de dos Anjos Alves , Suiane Santos, Vanessa Kelly Silva Cruz, Cleide Ane Barbosa da Silva, Joenison Batista da Araújo , Raquel Nominato Maia , Luciano Paulo de Araújo |
author_role |
author |
author2 |
dos Anjos Alves , Suiane Santos, Vanessa Kelly Silva Cruz, Cleide Ane Barbosa da Silva, Joenison Batista da Araújo , Raquel Nominato Maia , Luciano Paulo de Araújo |
author2_role |
author author author author author author |
dc.contributor.author.fl_str_mv |
Almeida, Samuel Santana de dos Anjos Alves , Suiane Santos, Vanessa Kelly Silva Cruz, Cleide Ane Barbosa da Silva, Joenison Batista da Araújo , Raquel Nominato Maia , Luciano Paulo de Araújo |
dc.subject.por.fl_str_mv |
Competitividade COVID-19 Comunicação Marketing. Competitividad COVID-19 Comunicación Márketing. Competitiveness COVID-19 Communication Marketing. |
topic |
Competitividade COVID-19 Comunicação Marketing. Competitividad COVID-19 Comunicación Márketing. Competitiveness COVID-19 Communication Marketing. |
description |
With the COVID-19 pandemic, companies needed to innovate to stay in the market, and digital marketing was a means to contribute to improving sales and increasing the visibility of organizations in the market. Therefore, this research aims to analyze how digital marketing can boost sales in a lingerie store. Regarding the methodology, the research is classified as exploratory quantitative, being applied a questionnaire with closed questions to a non-probabilistic sample of customers and potential customers of the company under study. After analyzing the results found, it can be observed that most respondents highlighted that the most used means of communication to find new stores is Instagram and that they buy in the store due to the variety of products and the good price or quality. The data indicate that the store achieves greater visibility through digital means and that the use of digital marketing contributes to increased sales of products, with customers saying that the quality of the photo of the products totally interferes with the choice. Therefore, the importance of investing in digital marketing is emphasized, seeking to improve the relationship between company and customer, and consequently increase the organization's position in the current competitive market. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-06-30 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://rsdjournal.org/index.php/rsd/article/view/31278 10.33448/rsd-v11i8.31278 |
url |
https://rsdjournal.org/index.php/rsd/article/view/31278 |
identifier_str_mv |
10.33448/rsd-v11i8.31278 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://rsdjournal.org/index.php/rsd/article/view/31278/26834 |
dc.rights.driver.fl_str_mv |
https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
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application/pdf |
dc.publisher.none.fl_str_mv |
Research, Society and Development |
publisher.none.fl_str_mv |
Research, Society and Development |
dc.source.none.fl_str_mv |
Research, Society and Development; Vol. 11 No. 8; e59611831278 Research, Society and Development; Vol. 11 Núm. 8; e59611831278 Research, Society and Development; v. 11 n. 8; e59611831278 2525-3409 reponame:Research, Society and Development instname:Universidade Federal de Itajubá (UNIFEI) instacron:UNIFEI |
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Universidade Federal de Itajubá (UNIFEI) |
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UNIFEI |
institution |
UNIFEI |
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Research, Society and Development |
collection |
Research, Society and Development |
repository.name.fl_str_mv |
Research, Society and Development - Universidade Federal de Itajubá (UNIFEI) |
repository.mail.fl_str_mv |
rsd.articles@gmail.com |
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1797052715692457984 |