Using Twitter as a Marketing Channel: An Analysis of Major Enterprises Brazilian E-Commerce

Detalhes bibliográficos
Autor(a) principal: Petry, Anderson Cunha
Data de Publicação: 2013
Outros Autores: Simonetto, Eugenio de Oliveira
Tipo de documento: Artigo
Idioma: por
Título da fonte: Sistemas & Gestão
Texto Completo: https://www.revistasg.uff.br/sg/article/view/V8N1A9
Resumo: The rapid and increasing use of social networks as a marketing tool in e-commerce has approximately enterprise to customers and vice versa. Thus, this article analyzes the Twitter uses as a marketing tool by e-commerce companies, through a quantitative and qualitative research based on the collection and analysis of the tweets’ content of companies for a period of sixty days. At the end of this collection, we conducted a statistical study on the results, which showed how giving up the behavior of social network usage for each major e-commerce companies in Brazil, in what refers to the use of this marketing tool. Keywords: E-Commerce; Social Networks; Twitter.
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spelling Using Twitter as a Marketing Channel: An Analysis of Major Enterprises Brazilian E-CommerceUsing Twitter as a Marketing Channel: An Analysis of Major Enterprises Brazilian E-CommerceUso do Twitter como Canal de Marketing: Uma Análise das Principais Empresas Brasileiras de Comércio EletrônicoThe rapid and increasing use of social networks as a marketing tool in e-commerce has approximately enterprise to customers and vice versa. Thus, this article analyzes the Twitter uses as a marketing tool by e-commerce companies, through a quantitative and qualitative research based on the collection and analysis of the tweets’ content of companies for a period of sixty days. At the end of this collection, we conducted a statistical study on the results, which showed how giving up the behavior of social network usage for each major e-commerce companies in Brazil, in what refers to the use of this marketing tool. Keywords: E-Commerce; Social Networks; Twitter.The rapid and increasing use of social networks as a marketing tool in e-commerce has approximately enterprise to customers and vice versa. Thus, this article analyzes the Twitter uses as a marketing tool by e-commerce companies, through a quantitative and qualitative research based on the collection and analysis of the tweets’ content of companies for a period of sixty days. At the end of this collection, we conducted a statistical study on the results, which showed how giving up the behavior of social network usage for each major e-commerce companies in Brazil, in what refers to the use of this marketing tool. Keywords: E-Commerce; Social Networks; Twitter.O rápido e crescente aumento da utilização de redes sociais como ferramenta de marketing no comércio eletrônico tem aproximado os clientes das empresas e vice-versa. Dessa forma, este estudo analisa o Twitter como canal de marketing pelas empresas de comércio eletrônico (CE), através de uma pesquisa quanti-qualitativa baseada na coleta e análise do conteúdo dos tweets das empresas por um período de sessenta dias. Ao término dessa coleta, foi realizado um estudo estatístico sobre os resultados obtidos, os quais apontaram como se dá o comportamento do uso da rede social por cada uma das principais empresas de comércio eletrônico brasileiras, no que se refere ao uso dessa como canal de marketing. Como principal resultado observou-se que, na maioria das vezes, não existe um comportamento padrão de uso do Twitter pelas empresas analisadas e, sim, similaridades em algumas variáveis investigadas, tais como, horários e dias da semana que ocorrem os tweets. ABEC2013-04-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistasg.uff.br/sg/article/view/V8N1A910.7177/sg.2013.V8.N1.A9Sistemas & Gestão; v. 8 n. 1 (2013): Março/2013; 94-1041980-516010.7177/sg.2013.v8.n1reponame:Sistemas & Gestãoinstname:Universidade Federal Fluminense (UFF)instacron:UFFporhttps://www.revistasg.uff.br/sg/article/view/V8N1A9/V8N1A9Copyright (c) 2015 Sistemas & Gestãoinfo:eu-repo/semantics/openAccessPetry, Anderson CunhaSimonetto, Eugenio de Oliveira2023-01-09T18:19:01Zoai:ojs.www.revistasg.uff.br:article/432Revistahttps://www.revistasg.uff.br/sgPUBhttps://www.revistasg.uff.br/sg/oai||sg.revista@gmail.com|| periodicos@proppi.uff.br1980-51601980-5160opendoar:2023-01-09T18:19:01Sistemas & Gestão - Universidade Federal Fluminense (UFF)false
dc.title.none.fl_str_mv Using Twitter as a Marketing Channel: An Analysis of Major Enterprises Brazilian E-Commerce
Using Twitter as a Marketing Channel: An Analysis of Major Enterprises Brazilian E-Commerce
Uso do Twitter como Canal de Marketing: Uma Análise das Principais Empresas Brasileiras de Comércio Eletrônico
title Using Twitter as a Marketing Channel: An Analysis of Major Enterprises Brazilian E-Commerce
spellingShingle Using Twitter as a Marketing Channel: An Analysis of Major Enterprises Brazilian E-Commerce
Petry, Anderson Cunha
title_short Using Twitter as a Marketing Channel: An Analysis of Major Enterprises Brazilian E-Commerce
title_full Using Twitter as a Marketing Channel: An Analysis of Major Enterprises Brazilian E-Commerce
title_fullStr Using Twitter as a Marketing Channel: An Analysis of Major Enterprises Brazilian E-Commerce
title_full_unstemmed Using Twitter as a Marketing Channel: An Analysis of Major Enterprises Brazilian E-Commerce
title_sort Using Twitter as a Marketing Channel: An Analysis of Major Enterprises Brazilian E-Commerce
author Petry, Anderson Cunha
author_facet Petry, Anderson Cunha
Simonetto, Eugenio de Oliveira
author_role author
author2 Simonetto, Eugenio de Oliveira
author2_role author
dc.contributor.author.fl_str_mv Petry, Anderson Cunha
Simonetto, Eugenio de Oliveira
description The rapid and increasing use of social networks as a marketing tool in e-commerce has approximately enterprise to customers and vice versa. Thus, this article analyzes the Twitter uses as a marketing tool by e-commerce companies, through a quantitative and qualitative research based on the collection and analysis of the tweets’ content of companies for a period of sixty days. At the end of this collection, we conducted a statistical study on the results, which showed how giving up the behavior of social network usage for each major e-commerce companies in Brazil, in what refers to the use of this marketing tool. Keywords: E-Commerce; Social Networks; Twitter.
publishDate 2013
dc.date.none.fl_str_mv 2013-04-01
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://www.revistasg.uff.br/sg/article/view/V8N1A9
10.7177/sg.2013.V8.N1.A9
url https://www.revistasg.uff.br/sg/article/view/V8N1A9
identifier_str_mv 10.7177/sg.2013.V8.N1.A9
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistasg.uff.br/sg/article/view/V8N1A9/V8N1A9
dc.rights.driver.fl_str_mv Copyright (c) 2015 Sistemas & Gestão
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2015 Sistemas & Gestão
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv ABEC
publisher.none.fl_str_mv ABEC
dc.source.none.fl_str_mv Sistemas & Gestão; v. 8 n. 1 (2013): Março/2013; 94-104
1980-5160
10.7177/sg.2013.v8.n1
reponame:Sistemas & Gestão
instname:Universidade Federal Fluminense (UFF)
instacron:UFF
instname_str Universidade Federal Fluminense (UFF)
instacron_str UFF
institution UFF
reponame_str Sistemas & Gestão
collection Sistemas & Gestão
repository.name.fl_str_mv Sistemas & Gestão - Universidade Federal Fluminense (UFF)
repository.mail.fl_str_mv ||sg.revista@gmail.com|| periodicos@proppi.uff.br
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