Impacto dinâmico da estratégia de marketing em dispositivos móveis no desempenho de uma empresa varejista
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional da UFG |
Texto Completo: | http://repositorio.bc.ufg.br/tede/handle/tede/8502 |
Resumo: | The aim of this paper was to analyze the impact of the marketing strategy in mobile devices, through promotional and advertising publicity in offers aggregator app and social media, in company performance, which will be represented by the sales revenue, gross profit and number of sales. To achieve this goal, the data was analyzed in 91 days, from October 1st to December 31st of 2017, of a midsize supermarket, its social media and the visualizations of its content in an app. The analyses happened by an autoregressive modeling, method that has as an analyses tool result the generation of the impulse response function, that will provide the strategies elasticity in social media and app in performance. The results are: the visualizations of the app have direct effect on the number of sales, total sales and gross profit of the supermarket. The reach of posts (variable regarding to the social media), had effect only on the app, which demonstrates indirect impact in performance. It can be concluded that the communication channels integration in mobiles devices have a direct and indirect impact on the business performance, being a practicable alternative to the midsize retail companies invest in marketing. |
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Almeida, Marcos Inácio de Severohttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4702085E4Almeida, Marcos Inácio Severo deMonsueto, Sandro EduardoCoelho, Ricardo Limongi FrançaVieira, Valter Afonsohttp://lattes.cnpq.br/5072986071089156Costa, Milena Alves2018-05-22T12:13:41Z2018-04-30COSTA, M. A. Impacto dinâmico da estratégia de marketing em dispositivos móveis no desempenho de uma empresa varejista. 2018. 83 f. Dissertação (Mestrado em Administração) - Universidade Federal de Goiás, Goiânia, 2018.http://repositorio.bc.ufg.br/tede/handle/tede/8502The aim of this paper was to analyze the impact of the marketing strategy in mobile devices, through promotional and advertising publicity in offers aggregator app and social media, in company performance, which will be represented by the sales revenue, gross profit and number of sales. To achieve this goal, the data was analyzed in 91 days, from October 1st to December 31st of 2017, of a midsize supermarket, its social media and the visualizations of its content in an app. The analyses happened by an autoregressive modeling, method that has as an analyses tool result the generation of the impulse response function, that will provide the strategies elasticity in social media and app in performance. The results are: the visualizations of the app have direct effect on the number of sales, total sales and gross profit of the supermarket. The reach of posts (variable regarding to the social media), had effect only on the app, which demonstrates indirect impact in performance. It can be concluded that the communication channels integration in mobiles devices have a direct and indirect impact on the business performance, being a practicable alternative to the midsize retail companies invest in marketing.O objetivo deste trabalho foi analisar o impacto da estratégia de marketing em dispositivos móveis, por meio de divulgação promocional e publicitária em aplicativo agregador de ofertas e rede social, no desempenho da empresa, que será representado pela receita de vendas, lucro bruto e número de vendas. Para alcançar este objetivo, foram analisados os dados durante 91 dias, entre 01 de outubro de 2017 a 31 de dezembro de 2017, de um supermercado de médio porte, sua rede social e as visualizações do seu conteúdo em um aplicativo. A análise ocorreu por meio de modelagem de vetores autorregressiva, método que possui como instrumento de análise de resultados a geração da função impulso resposta, que nos fornecerá a elasticidade da estratégia em rede social e aplicativo no desempenho. Os resultados são: as visualizações do aplicativo possuem efeito direto no número de vendas, vendas totais e lucro bruto do supermercado. O alcance das postagens (variável relacionada à rede social), teve efeito apenas no aplicativo, o que demonstra impacto indireto no desempenho. Conclui-se que a integração dos canais de comunicação em dispositivos móveis possui impacto direto e indireto no desempenho do negócio, sendo alternativas viáveis para as empresas varejistas de médio porte realizarem investimentos em marketing.Submitted by Liliane Ferreira (ljuvencia30@gmail.com) on 2018-05-21T15:10:00Z No. of bitstreams: 2 Dissertação - Milena Alves Costa - 2018.pdf: 2986441 bytes, checksum: cd872bb663aff4d1e157ce4530155959 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5)Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2018-05-22T12:13:41Z (GMT) No. of bitstreams: 2 Dissertação - Milena Alves Costa - 2018.pdf: 2986441 bytes, checksum: cd872bb663aff4d1e157ce4530155959 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5)Made available in DSpace on 2018-05-22T12:13:41Z (GMT). No. of bitstreams: 2 Dissertação - Milena Alves Costa - 2018.pdf: 2986441 bytes, checksum: cd872bb663aff4d1e157ce4530155959 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2018-04-30application/pdfporUniversidade Federal de GoiásPrograma de Pós-graduação em Administração (FACE)UFGBrasilFaculdade de Administração, Ciências Contábeis e Ciências Econômicas - FACE (RG)http://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessEstratégia de marketingDispositivo móvelAplicativoDesempenhoRede socialMarketing strategiesMobile devicesPerformanceAppSocial mediaCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOImpacto dinâmico da estratégia de marketing em dispositivos móveis no desempenho de uma empresa varejistaDynamic impact of marketing strategy in mobile devices on perfomance of a retailerinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-23466340212165466266006006004371253776516639048024035432632778221reponame:Repositório Institucional da UFGinstname:Universidade Federal de Goiás (UFG)instacron:UFGLICENSElicense.txtlicense.txttext/plain; charset=utf-82165http://repositorio.bc.ufg.br/tede/bitstreams/536f27c3-00c0-4ca9-924a-f3a5cbd6f1ef/downloadbd3efa91386c1718a7f26a329fdcb468MD51CC-LICENSElicense_urllicense_urltext/plain; charset=utf-849http://repositorio.bc.ufg.br/tede/bitstreams/f2e33b58-2854-4d66-95b4-a0abadf0a5e2/download4afdbb8c545fd630ea7db775da747b2fMD52license_textlicense_texttext/html; charset=utf-80http://repositorio.bc.ufg.br/tede/bitstreams/57f81c7a-ecce-4f38-a879-078a10ef154d/downloadd41d8cd98f00b204e9800998ecf8427eMD53license_rdflicense_rdfapplication/rdf+xml; charset=utf-80http://repositorio.bc.ufg.br/tede/bitstreams/27d2d90b-866a-45f8-8be1-9641280da156/downloadd41d8cd98f00b204e9800998ecf8427eMD54ORIGINALDissertação - Milena Alves Costa - 2018.pdfDissertação - Milena Alves Costa - 2018.pdfapplication/pdf2986441http://repositorio.bc.ufg.br/tede/bitstreams/e255b90f-896f-40b0-920d-b908fbfa4ff7/downloadcd872bb663aff4d1e157ce4530155959MD55tede/85022018-05-22 09:13:41.905http://creativecommons.org/licenses/by-nc-nd/4.0/Acesso Abertoopen.accessoai:repositorio.bc.ufg.br:tede/8502http://repositorio.bc.ufg.br/tedeRepositório InstitucionalPUBhttp://repositorio.bc.ufg.br/oai/requesttasesdissertacoes.bc@ufg.bropendoar:2018-05-22T12:13:41Repositório Institucional da UFG - Universidade Federal de Goiás (UFG)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 |
dc.title.eng.fl_str_mv |
Impacto dinâmico da estratégia de marketing em dispositivos móveis no desempenho de uma empresa varejista |
dc.title.alternative.eng.fl_str_mv |
Dynamic impact of marketing strategy in mobile devices on perfomance of a retailer |
title |
Impacto dinâmico da estratégia de marketing em dispositivos móveis no desempenho de uma empresa varejista |
spellingShingle |
Impacto dinâmico da estratégia de marketing em dispositivos móveis no desempenho de uma empresa varejista Costa, Milena Alves Estratégia de marketing Dispositivo móvel Aplicativo Desempenho Rede social Marketing strategies Mobile devices Performance App Social media CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Impacto dinâmico da estratégia de marketing em dispositivos móveis no desempenho de uma empresa varejista |
title_full |
Impacto dinâmico da estratégia de marketing em dispositivos móveis no desempenho de uma empresa varejista |
title_fullStr |
Impacto dinâmico da estratégia de marketing em dispositivos móveis no desempenho de uma empresa varejista |
title_full_unstemmed |
Impacto dinâmico da estratégia de marketing em dispositivos móveis no desempenho de uma empresa varejista |
title_sort |
Impacto dinâmico da estratégia de marketing em dispositivos móveis no desempenho de uma empresa varejista |
author |
Costa, Milena Alves |
author_facet |
Costa, Milena Alves |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Almeida, Marcos Inácio de Severo |
dc.contributor.advisor1Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4702085E4 |
dc.contributor.referee1.fl_str_mv |
Almeida, Marcos Inácio Severo de |
dc.contributor.referee2.fl_str_mv |
Monsueto, Sandro Eduardo |
dc.contributor.referee3.fl_str_mv |
Coelho, Ricardo Limongi França |
dc.contributor.referee4.fl_str_mv |
Vieira, Valter Afonso |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/5072986071089156 |
dc.contributor.author.fl_str_mv |
Costa, Milena Alves |
contributor_str_mv |
Almeida, Marcos Inácio de Severo Almeida, Marcos Inácio Severo de Monsueto, Sandro Eduardo Coelho, Ricardo Limongi França Vieira, Valter Afonso |
dc.subject.por.fl_str_mv |
Estratégia de marketing Dispositivo móvel Aplicativo Desempenho Rede social |
topic |
Estratégia de marketing Dispositivo móvel Aplicativo Desempenho Rede social Marketing strategies Mobile devices Performance App Social media CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
Marketing strategies Mobile devices Performance App Social media |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
The aim of this paper was to analyze the impact of the marketing strategy in mobile devices, through promotional and advertising publicity in offers aggregator app and social media, in company performance, which will be represented by the sales revenue, gross profit and number of sales. To achieve this goal, the data was analyzed in 91 days, from October 1st to December 31st of 2017, of a midsize supermarket, its social media and the visualizations of its content in an app. The analyses happened by an autoregressive modeling, method that has as an analyses tool result the generation of the impulse response function, that will provide the strategies elasticity in social media and app in performance. The results are: the visualizations of the app have direct effect on the number of sales, total sales and gross profit of the supermarket. The reach of posts (variable regarding to the social media), had effect only on the app, which demonstrates indirect impact in performance. It can be concluded that the communication channels integration in mobiles devices have a direct and indirect impact on the business performance, being a practicable alternative to the midsize retail companies invest in marketing. |
publishDate |
2018 |
dc.date.accessioned.fl_str_mv |
2018-05-22T12:13:41Z |
dc.date.issued.fl_str_mv |
2018-04-30 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
COSTA, M. A. Impacto dinâmico da estratégia de marketing em dispositivos móveis no desempenho de uma empresa varejista. 2018. 83 f. Dissertação (Mestrado em Administração) - Universidade Federal de Goiás, Goiânia, 2018. |
dc.identifier.uri.fl_str_mv |
http://repositorio.bc.ufg.br/tede/handle/tede/8502 |
identifier_str_mv |
COSTA, M. A. Impacto dinâmico da estratégia de marketing em dispositivos móveis no desempenho de uma empresa varejista. 2018. 83 f. Dissertação (Mestrado em Administração) - Universidade Federal de Goiás, Goiânia, 2018. |
url |
http://repositorio.bc.ufg.br/tede/handle/tede/8502 |
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http://creativecommons.org/licenses/by-nc-nd/4.0/ |
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openAccess |
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Universidade Federal de Goiás |
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UFG |
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Brasil |
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Faculdade de Administração, Ciências Contábeis e Ciências Econômicas - FACE (RG) |
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Universidade Federal de Goiás |
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