Estratégias de marketing e mídias digitais : análise com empreendedores de Aracaju/SE
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Trabalho de conclusão de curso |
Idioma: | por |
Título da fonte: | Repositório Institucional da UFS |
Texto Completo: | http://ri.ufs.br/jspui/handle/riufs/15759 |
Resumo: | The research aims to analyze marketing strategies applied in social media to leverage sales in small businesses in the clothing sector. Regarding the methodology, it is qualitative, exploratory and descriptive approach using the multiple case study method and as a data collection instrument the semi-structured interview. In the research found that the pandemic period was complicated and to leverage sales used social networks, especially Instagram, because it has several tools that provide a better interaction with the customer. And as a strategy the most used was the constant presence on social networks publishing photos and thus reinforce the brand. Therefore, we note the importance of social networks and digital marketing strategies for small businesses in this pandemic to leverage sales, since social networks are efficient for companies to achieve their corporate communication, making clear their brands and values, while strategies establish the relationship with the customer in the virtual world. Thus, it is concluded that the use of social networks with strategies is increasingly competent is an increasingly strong trend for companies and those who do not adapt to this new reality will end up closing the doors. |
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Xavier, Carlos Alberto AlencarSilva, Rosângela Sarmento2022-05-24T11:33:50Z2022-05-24T11:33:50Z2022-02-21Xavier, Carlos Alberto Alencar. Estratégias de marketing e mídias digitais : análise com empreendedores de Aracaju/SE. São Cristóvão, 2022. Monografia (graduação em Administração) - Departamento de Administração, Centro de Ciências Sociais Aplicadas, Universidade Federal de Sergipe, São Cristóvão, SE, 2022http://ri.ufs.br/jspui/handle/riufs/15759The research aims to analyze marketing strategies applied in social media to leverage sales in small businesses in the clothing sector. Regarding the methodology, it is qualitative, exploratory and descriptive approach using the multiple case study method and as a data collection instrument the semi-structured interview. In the research found that the pandemic period was complicated and to leverage sales used social networks, especially Instagram, because it has several tools that provide a better interaction with the customer. And as a strategy the most used was the constant presence on social networks publishing photos and thus reinforce the brand. Therefore, we note the importance of social networks and digital marketing strategies for small businesses in this pandemic to leverage sales, since social networks are efficient for companies to achieve their corporate communication, making clear their brands and values, while strategies establish the relationship with the customer in the virtual world. Thus, it is concluded that the use of social networks with strategies is increasingly competent is an increasingly strong trend for companies and those who do not adapt to this new reality will end up closing the doors.A pesquisa tem como objetivo analisar estratégias de marketing aplicadas em mídias sociais para alavancar vendas em pequenos negócios do setor de vestuário. Quanto à metodologia trata-se de uma pesquisa qualitativa, do tipo exploratória e descritiva usando o método de estudo de casos múltiplos e como instrumento de coleta de dados a entrevista semiestruturada. Na pesquisa constatou que o período pandêmico foi complicado e para alavancar as vendas, as empresas consultadas utilizaram as redes sociais, principalmente o Instagram, por ter diversas ferramentas que proporcionam uma melhor interação com o cliente. E como estratégia a mais utilizada foi à presença constante nas redes sociais publicando fotos e assim reforçar a marca. Portanto, nota-se a importância das redes sociais e das estratégias do marketing digital para as empresas de pequeno porte nessa pandemia para alavancar vendas, uma vez que as redes sociais são eficientes para que as empresas consigam concretizar sua comunicação corporativa, deixando claras suas marcas e valores, enquanto as estratégias estabelece o relacionamento com o cliente no mundo virtual. Assim, conclui-se que o uso das redes sociais com estratégias é cada vez mais competente é uma tendência a cada dia mais forte para as empresas e quem não se adaptar com essa nova realidade acabará encerrando suas atividades.São Cristóvão, SEporAdministraçãoEnsino de administraçãoMarketing digitalEstratégias de marketingMídias sociaisDigital marketingMarketing strategiesSocial mediaCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOSEstratégias de marketing e mídias digitais : análise com empreendedores de Aracaju/SEinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesisUniversidade Federal de SergipeDAD - Departamento de Administração – São Cristóvão - Presencialreponame:Repositório Institucional da UFSinstname:Universidade Federal de Sergipe (UFS)instacron:UFSinfo:eu-repo/semantics/openAccessTEXTCarlos_Alberto_Alencar_Xavier.pdf.txtCarlos_Alberto_Alencar_Xavier.pdf.txtExtracted texttext/plain120593https://ri.ufs.br/jspui/bitstream/riufs/15759/3/Carlos_Alberto_Alencar_Xavier.pdf.txt7f7ab17df3952442d70fe67ced3bd9d8MD53THUMBNAILCarlos_Alberto_Alencar_Xavier.pdf.jpgCarlos_Alberto_Alencar_Xavier.pdf.jpgGenerated Thumbnailimage/jpeg1190https://ri.ufs.br/jspui/bitstream/riufs/15759/4/Carlos_Alberto_Alencar_Xavier.pdf.jpg79dd1fdccb131e01279c355ab5c79cf4MD54LICENSElicense.txtlicense.txttext/plain; charset=utf-81475https://ri.ufs.br/jspui/bitstream/riufs/15759/1/license.txt098cbbf65c2c15e1fb2e49c5d306a44cMD51ORIGINALCarlos_Alberto_Alencar_Xavier.pdfCarlos_Alberto_Alencar_Xavier.pdfapplication/pdf751183https://ri.ufs.br/jspui/bitstream/riufs/15759/2/Carlos_Alberto_Alencar_Xavier.pdfb11575d79583739ad6a403723ce93880MD52riufs/157592023-01-19 20:06:55.891oai:ufs.br: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Repositório InstitucionalPUBhttps://ri.ufs.br/oai/requestrepositorio@academico.ufs.bropendoar:2023-01-19T23:06:55Repositório Institucional da UFS - Universidade Federal de Sergipe (UFS)false |
dc.title.pt_BR.fl_str_mv |
Estratégias de marketing e mídias digitais : análise com empreendedores de Aracaju/SE |
title |
Estratégias de marketing e mídias digitais : análise com empreendedores de Aracaju/SE |
spellingShingle |
Estratégias de marketing e mídias digitais : análise com empreendedores de Aracaju/SE Xavier, Carlos Alberto Alencar Administração Ensino de administração Marketing digital Estratégias de marketing Mídias sociais Digital marketing Marketing strategies Social media CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
title_short |
Estratégias de marketing e mídias digitais : análise com empreendedores de Aracaju/SE |
title_full |
Estratégias de marketing e mídias digitais : análise com empreendedores de Aracaju/SE |
title_fullStr |
Estratégias de marketing e mídias digitais : análise com empreendedores de Aracaju/SE |
title_full_unstemmed |
Estratégias de marketing e mídias digitais : análise com empreendedores de Aracaju/SE |
title_sort |
Estratégias de marketing e mídias digitais : análise com empreendedores de Aracaju/SE |
author |
Xavier, Carlos Alberto Alencar |
author_facet |
Xavier, Carlos Alberto Alencar |
author_role |
author |
dc.contributor.author.fl_str_mv |
Xavier, Carlos Alberto Alencar |
dc.contributor.advisor1.fl_str_mv |
Silva, Rosângela Sarmento |
contributor_str_mv |
Silva, Rosângela Sarmento |
dc.subject.por.fl_str_mv |
Administração Ensino de administração Marketing digital Estratégias de marketing Mídias sociais |
topic |
Administração Ensino de administração Marketing digital Estratégias de marketing Mídias sociais Digital marketing Marketing strategies Social media CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
dc.subject.eng.fl_str_mv |
Digital marketing Marketing strategies Social media |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
description |
The research aims to analyze marketing strategies applied in social media to leverage sales in small businesses in the clothing sector. Regarding the methodology, it is qualitative, exploratory and descriptive approach using the multiple case study method and as a data collection instrument the semi-structured interview. In the research found that the pandemic period was complicated and to leverage sales used social networks, especially Instagram, because it has several tools that provide a better interaction with the customer. And as a strategy the most used was the constant presence on social networks publishing photos and thus reinforce the brand. Therefore, we note the importance of social networks and digital marketing strategies for small businesses in this pandemic to leverage sales, since social networks are efficient for companies to achieve their corporate communication, making clear their brands and values, while strategies establish the relationship with the customer in the virtual world. Thus, it is concluded that the use of social networks with strategies is increasingly competent is an increasingly strong trend for companies and those who do not adapt to this new reality will end up closing the doors. |
publishDate |
2022 |
dc.date.accessioned.fl_str_mv |
2022-05-24T11:33:50Z |
dc.date.available.fl_str_mv |
2022-05-24T11:33:50Z |
dc.date.issued.fl_str_mv |
2022-02-21 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/bachelorThesis |
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bachelorThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Xavier, Carlos Alberto Alencar. Estratégias de marketing e mídias digitais : análise com empreendedores de Aracaju/SE. São Cristóvão, 2022. Monografia (graduação em Administração) - Departamento de Administração, Centro de Ciências Sociais Aplicadas, Universidade Federal de Sergipe, São Cristóvão, SE, 2022 |
dc.identifier.uri.fl_str_mv |
http://ri.ufs.br/jspui/handle/riufs/15759 |
identifier_str_mv |
Xavier, Carlos Alberto Alencar. Estratégias de marketing e mídias digitais : análise com empreendedores de Aracaju/SE. São Cristóvão, 2022. Monografia (graduação em Administração) - Departamento de Administração, Centro de Ciências Sociais Aplicadas, Universidade Federal de Sergipe, São Cristóvão, SE, 2022 |
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Universidade Federal de Sergipe |
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DAD - Departamento de Administração – São Cristóvão - Presencial |
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