Empresas familiares aracajuanas e a utilização das ferramentas de marketing digital
Autor(a) principal: | |
---|---|
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/17654 |
Resumo: | The recognition and importance of digital marketing tools for all organizations, including family-type companies, is notorious. In this sense, the present study entitled Family-type companies and the use of digital marketing tools aims to analyze the use of digital marketing tools in social networks in family-type companies. As specific objectives, we have: Characterize the profile of the studied family. Methodologically, this is a qualitative-descriptive study, applying multiple case studies and collecting evidence through interviews in five family-owned companies in the city of Aracaju/SE. The results reveal the use of digital marketing tools to increase sales, generate wordof-mouth marketing, increase loyalty and reduce customer support costs, however, there is still a lack of expertise in this area on the part of entrepreneurs, requires the strategic planning of marketing tools, as organizations are promoters of benefits, in this sense, the implementation of a management system for digital marketing tools would represent a differential in competitiveness in the current market, thus, there is a need for new investments in the marketing sector. |
id |
UFS-2_fece38b676edf8b4a9176a59ded141e9 |
---|---|
oai_identifier_str |
oai:ufs.br:riufs/17654 |
network_acronym_str |
UFS-2 |
network_name_str |
Repositório Institucional da UFS |
repository_id_str |
|
spelling |
Nascimento, Maria Elaine Almeida doSilva, Adriano Santos Rocha2023-05-31T11:18:47Z2023-05-31T11:18:47Z2022-12-05Nascimento, Maria Elaine Almeida do. Empresas familiares aracajuanas e a utilização das ferramentas de marketing digital. 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/17654The recognition and importance of digital marketing tools for all organizations, including family-type companies, is notorious. In this sense, the present study entitled Family-type companies and the use of digital marketing tools aims to analyze the use of digital marketing tools in social networks in family-type companies. As specific objectives, we have: Characterize the profile of the studied family. Methodologically, this is a qualitative-descriptive study, applying multiple case studies and collecting evidence through interviews in five family-owned companies in the city of Aracaju/SE. The results reveal the use of digital marketing tools to increase sales, generate wordof-mouth marketing, increase loyalty and reduce customer support costs, however, there is still a lack of expertise in this area on the part of entrepreneurs, requires the strategic planning of marketing tools, as organizations are promoters of benefits, in this sense, the implementation of a management system for digital marketing tools would represent a differential in competitiveness in the current market, thus, there is a need for new investments in the marketing sector.É notório o reconhecimento e importância das ferramentas de marketing digitais para todas as organizações, inclusive para as empresas do tipo familiar. Nesse sentido, o presente estudo intitulado Empresas familiares aracajuanas e a utilização das ferramentas de marketing digital tem como objetivo geral analisar a utilização das ferramentas de marketing digital em redes sociais em empresas familiares aracajuanas. Metodologicamente, trata-se de um estudo qualitativo-descritivo, com aplicação de estudos de casos múltiplos e coleta de evidências por meio de entrevista em cinco empresas do tipo familiar do município de Aracaju/SE. Os resultados revelam o uso das ferramentas de marketing digitais para aumentar vendas, gerar marketing “boca-a-boca”, aumentar fidelidade e reduzir custos de suporte aos clientes, porém, ainda falta um pouco mais de expertise nesse meio por parte dos empresários, requer o planejamento estratégico das ferramentas de marketing, pois são promovedores de benefícios as organizações, nesse sentido, a implementação de sistema de gerenciamento de ferramentas de marketing digitais representaria um diferencial na competitividade perante o mercado atual, havendo assim, a necessidade de novos investimentos no setor de marketing.São Cristóvão, SEporAdministraçãoEnsino de administraçãoMarketing digitalMídias sociaisEmpresas familiaresDigital marketing toolsSocial mediaFamily-type companiesCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS::MERCADOLOGIAEmpresas familiares aracajuanas e a utilização das ferramentas de marketing digitalinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesisUniversidade Federal de Sergipe (UFS)DAD - Departamento de Administração – São Cristóvão - Presencialreponame:Repositório Institucional da UFSinstname:Universidade Federal de Sergipe (UFS)instacron:UFSinfo:eu-repo/semantics/openAccessORIGINALMaria_Elaine_Almeida_Nascimento.pdfMaria_Elaine_Almeida_Nascimento.pdfapplication/pdf456334https://ri.ufs.br/jspui/bitstream/riufs/17654/2/Maria_Elaine_Almeida_Nascimento.pdfc442fe41db7fa25e184d1444e508b9e0MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81475https://ri.ufs.br/jspui/bitstream/riufs/17654/1/license.txt098cbbf65c2c15e1fb2e49c5d306a44cMD51TEXTMaria_Elaine_Almeida_Nascimento.pdf.txtMaria_Elaine_Almeida_Nascimento.pdf.txtExtracted texttext/plain146045https://ri.ufs.br/jspui/bitstream/riufs/17654/3/Maria_Elaine_Almeida_Nascimento.pdf.txt33944f097b2ad0372d150e91ecb56269MD53THUMBNAILMaria_Elaine_Almeida_Nascimento.pdf.jpgMaria_Elaine_Almeida_Nascimento.pdf.jpgGenerated Thumbnailimage/jpeg1186https://ri.ufs.br/jspui/bitstream/riufs/17654/4/Maria_Elaine_Almeida_Nascimento.pdf.jpge9b7ffee1a387aeb78e22d630593a2a3MD54riufs/176542024-05-15 14:07:44.093oai:ufs.br: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Repositório InstitucionalPUBhttps://ri.ufs.br/oai/requestrepositorio@academico.ufs.bropendoar:2024-05-15T17:07:44Repositório Institucional da UFS - Universidade Federal de Sergipe (UFS)false |
dc.title.pt_BR.fl_str_mv |
Empresas familiares aracajuanas e a utilização das ferramentas de marketing digital |
title |
Empresas familiares aracajuanas e a utilização das ferramentas de marketing digital |
spellingShingle |
Empresas familiares aracajuanas e a utilização das ferramentas de marketing digital Nascimento, Maria Elaine Almeida do Administração Ensino de administração Marketing digital Mídias sociais Empresas familiares Digital marketing tools Social media Family-type companies CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS::MERCADOLOGIA |
title_short |
Empresas familiares aracajuanas e a utilização das ferramentas de marketing digital |
title_full |
Empresas familiares aracajuanas e a utilização das ferramentas de marketing digital |
title_fullStr |
Empresas familiares aracajuanas e a utilização das ferramentas de marketing digital |
title_full_unstemmed |
Empresas familiares aracajuanas e a utilização das ferramentas de marketing digital |
title_sort |
Empresas familiares aracajuanas e a utilização das ferramentas de marketing digital |
author |
Nascimento, Maria Elaine Almeida do |
author_facet |
Nascimento, Maria Elaine Almeida do |
author_role |
author |
dc.contributor.author.fl_str_mv |
Nascimento, Maria Elaine Almeida do |
dc.contributor.advisor1.fl_str_mv |
Silva, Adriano Santos Rocha |
contributor_str_mv |
Silva, Adriano Santos Rocha |
dc.subject.por.fl_str_mv |
Administração Ensino de administração Marketing digital Mídias sociais Empresas familiares |
topic |
Administração Ensino de administração Marketing digital Mídias sociais Empresas familiares Digital marketing tools Social media Family-type companies CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS::MERCADOLOGIA |
dc.subject.eng.fl_str_mv |
Digital marketing tools Social media Family-type companies |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS::MERCADOLOGIA |
description |
The recognition and importance of digital marketing tools for all organizations, including family-type companies, is notorious. In this sense, the present study entitled Family-type companies and the use of digital marketing tools aims to analyze the use of digital marketing tools in social networks in family-type companies. As specific objectives, we have: Characterize the profile of the studied family. Methodologically, this is a qualitative-descriptive study, applying multiple case studies and collecting evidence through interviews in five family-owned companies in the city of Aracaju/SE. The results reveal the use of digital marketing tools to increase sales, generate wordof-mouth marketing, increase loyalty and reduce customer support costs, however, there is still a lack of expertise in this area on the part of entrepreneurs, requires the strategic planning of marketing tools, as organizations are promoters of benefits, in this sense, the implementation of a management system for digital marketing tools would represent a differential in competitiveness in the current market, thus, there is a need for new investments in the marketing sector. |
publishDate |
2022 |
dc.date.issued.fl_str_mv |
2022-12-05 |
dc.date.accessioned.fl_str_mv |
2023-05-31T11:18:47Z |
dc.date.available.fl_str_mv |
2023-05-31T11:18:47Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/bachelorThesis |
format |
bachelorThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Nascimento, Maria Elaine Almeida do. Empresas familiares aracajuanas e a utilização das ferramentas de marketing digital. 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/17654 |
identifier_str_mv |
Nascimento, Maria Elaine Almeida do. Empresas familiares aracajuanas e a utilização das ferramentas de marketing digital. São Cristóvão, 2022. Monografia (graduação em Administração) - Departamento de Administração, Centro de Ciências Sociais Aplicadas, Universidade Federal de Sergipe, São Cristóvão, SE, 2022 |
url |
http://ri.ufs.br/jspui/handle/riufs/17654 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.publisher.initials.fl_str_mv |
Universidade Federal de Sergipe (UFS) |
dc.publisher.department.fl_str_mv |
DAD - Departamento de Administração – São Cristóvão - Presencial |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional da UFS instname:Universidade Federal de Sergipe (UFS) instacron:UFS |
instname_str |
Universidade Federal de Sergipe (UFS) |
instacron_str |
UFS |
institution |
UFS |
reponame_str |
Repositório Institucional da UFS |
collection |
Repositório Institucional da UFS |
bitstream.url.fl_str_mv |
https://ri.ufs.br/jspui/bitstream/riufs/17654/2/Maria_Elaine_Almeida_Nascimento.pdf https://ri.ufs.br/jspui/bitstream/riufs/17654/1/license.txt https://ri.ufs.br/jspui/bitstream/riufs/17654/3/Maria_Elaine_Almeida_Nascimento.pdf.txt https://ri.ufs.br/jspui/bitstream/riufs/17654/4/Maria_Elaine_Almeida_Nascimento.pdf.jpg |
bitstream.checksum.fl_str_mv |
c442fe41db7fa25e184d1444e508b9e0 098cbbf65c2c15e1fb2e49c5d306a44c 33944f097b2ad0372d150e91ecb56269 e9b7ffee1a387aeb78e22d630593a2a3 |
bitstream.checksumAlgorithm.fl_str_mv |
MD5 MD5 MD5 MD5 |
repository.name.fl_str_mv |
Repositório Institucional da UFS - Universidade Federal de Sergipe (UFS) |
repository.mail.fl_str_mv |
repositorio@academico.ufs.br |
_version_ |
1802110709199273984 |