O uso do marketing 4.0 através do Twitter e seu impacto no comportamento dos consumidores das redes de fast-food: McDonald´s e Burger King

• Autor(a) principal: Suzuki, Yasmin Emy
• Data de Publicação: 2022
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/32696
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO; Marketing digital; Redes sociais; Twitter; Redes de fast-food; Comportamento do consumidor; Digital marketing; Social media; Twitter; Fast-food chains; Consumer behavior

The objective of this paperwork is to analyze the social media app Twitter, its impact as a platform of digital marketing and how it can influence the behavior of fast-food consumers. This article defends the hypothesis that brands found a way to benefit themselves and attract new customers utilizing the rise of social media usage and studies of marketing inside these social platforms.The approach used was quantitative through utilizing forms and the focus of those forms were the respondents that consume McDonalds and Burger King and uses Twitter. The database is made of 97 responses, where 74 of those answers were validated in the specific profile that were sought.The results show that the involvement of the brands in the social media space is effective regarding visibility and reach. The platform can facilitate and enable the proximity of the customer to the brand, not only allowing the customer to make the purchase, but also allowing experiences with conversations with the brands, since Twitter is a very horizontal social media network