Meat stores strategies in social media: a study in Porto Alegre, Brazil
Autor(a) principal: | |
---|---|
Data de Publicação: | 2022 |
Outros Autores: | , , , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Research, Society and Development |
Texto Completo: | https://rsdjournal.org/index.php/rsd/article/view/32772 |
Resumo: | This study identified the marketing strategies in social media used by retail meat stores in the municipality of Porto Alegre, Southern Brazil. Data was collected through posts available on social media and on websites of 18 stores in November 2018, each social media was analyzed on the same day to avoid bias of new followers or posts. In this analysis, 38 descriptor variables were identified, coded, and grouped by Cluster Analysis. The variables were compared in a one-way PERMANOVA with Bonferroni correction. To our knowledge, none other research analyzes the virtual strategies of this traditional sector and offers pointers for beef stores to survive on social media. To understand this adaptation is even more relevant considering the reality of Covid-19 pandemic, and we highly suggest future studies to analyze this scenario to understand the changes in marketing and in consumer’s responses. The analysis of clusters identified three types of meat stores: traditional; dynamic and UpToDate; and a group with diffuse strategies, with different marketing strategies on social media. The most advertised variables were associated with product characteristics, such as quality, sensorial aspects, and beef cut. On the other hand, intangible aspects such as environmental concerns, certifications, where barely mentioned. |
id |
UNIFEI_1bc9f2f52f9e2dbe885ba7a8d718dd88 |
---|---|
oai_identifier_str |
oai:ojs.pkp.sfu.ca:article/32772 |
network_acronym_str |
UNIFEI |
network_name_str |
Research, Society and Development |
repository_id_str |
|
spelling |
Meat stores strategies in social media: a study in Porto Alegre, BrazilEstrategias de carnicerías en redes sociales: un estudio en Porto Alegre, BrasilEstratégias de lojas de carne nas redes sociais: um estudo em Porto Alegre, BrasilMarketing digitalCadeia de fornecimento de carne bovinaCarne premiumNicho de mercado alimentar.Marketing digitalCadena de suministro de carne de resCarne premiumNicho de mercado de alimentos.Digital marketingBeef supply chainPremium meatFood niche market.This study identified the marketing strategies in social media used by retail meat stores in the municipality of Porto Alegre, Southern Brazil. Data was collected through posts available on social media and on websites of 18 stores in November 2018, each social media was analyzed on the same day to avoid bias of new followers or posts. In this analysis, 38 descriptor variables were identified, coded, and grouped by Cluster Analysis. The variables were compared in a one-way PERMANOVA with Bonferroni correction. To our knowledge, none other research analyzes the virtual strategies of this traditional sector and offers pointers for beef stores to survive on social media. To understand this adaptation is even more relevant considering the reality of Covid-19 pandemic, and we highly suggest future studies to analyze this scenario to understand the changes in marketing and in consumer’s responses. The analysis of clusters identified three types of meat stores: traditional; dynamic and UpToDate; and a group with diffuse strategies, with different marketing strategies on social media. The most advertised variables were associated with product characteristics, such as quality, sensorial aspects, and beef cut. On the other hand, intangible aspects such as environmental concerns, certifications, where barely mentioned.Este estudio identificó las estrategias de marketing en las redes sociales utilizadas por los establecimientos minoristas de carne en la ciudad de Porto Alegre, sur de Brasil. Los datos se recopilaron a través de publicaciones disponibles en redes sociales y en sitios web de 18 tiendas en el período de noviembre de 2018, cada red social fue analizada el mismo día para evitar sesgos de nuevos seguidores o publicaciones. En este análisis se identificaron, codificaron y agruparon 38 variables descriptoras por análisis de conglomerados. Las variables se compararon en un one-way PERMANOVA con corrección de Bonferroni. Hasta donde sabemos, ninguna otra investigación analiza las estrategias virtuales de este sector tradicional y ofrece indicaciones para que las tiendas de carne sobrevivan en las redes sociales. Comprender esta adaptación es aún más relevante considerando la realidad de la pandemia de COVID-19, y sugerimos estudios futuros para analizar este escenario para comprender los cambios en el marketing y las respuestas de los consumidores. El análisis de conglomerados identificó tres tipos de tiendas de carne: tradicionales; dinámico y UpToDate; y un grupo con estrategias difusas, con diferentes estrategias de marketing en redes sociales. Las variables más difundidas estuvieron asociadas a características del producto, como calidad, aspectos sensoriales y corte de carne. Por otro lado, rara vez se mencionaron aspectos intangibles como las preocupaciones ambientales y las certificaciones.Este estudo identificou as estratégias de marketing nas mídias sociais utilizadas por estabelecimentos varejistas de carnes no município de Porto Alegre, sul do Brasil. Os dados foram coletados através de postagens disponibilizadas nas redes sociais e em sites de 18 lojas no período de novembro de 2018, cada rede social foi analisada no mesmo dia para evitar viés de novos seguidores ou postagens. Nesta análise, 38 variáveis descritoras foram identificadas, codificadas e agrupadas pela análise de cluster. As variáveis foram comparadas em uma one-way PERMANOVA com correção de Bonferroni. Até onde sabemos, nenhuma outra pesquisa analisa as estratégias virtuais desse tradicional setor e oferece indicações para que as lojas de carne bovina sobrevivam nas redes sociais. Entender essa adaptação é ainda mais relevante considerando a realidade da pandemia de COVID-19, e sugerimos estudos futuros para analisar esse cenário para entender as mudanças no marketing e nas respostas do consumidor. A análise dos clusters identificou três tipos de lojas de carne: tradicionais; dinâmico e UpToDate; e um grupo com estratégias difusas, com diferentes estratégias de marketing nas redes sociais. As variáveis mais divulgadas foram associadas às características do produto, como qualidade, aspectos sensoriais e corte da carne bovina. Por outro lado, aspectos intangíveis como preocupações ambientais, certificações, foram pouco mencionados.Research, Society and Development2022-08-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://rsdjournal.org/index.php/rsd/article/view/3277210.33448/rsd-v11i10.32772Research, Society and Development; Vol. 11 No. 10; e423111032772Research, Society and Development; Vol. 11 Núm. 10; e423111032772Research, Society and Development; v. 11 n. 10; e4231110327722525-3409reponame:Research, Society and Developmentinstname:Universidade Federal de Itajubá (UNIFEI)instacron:UNIFEIenghttps://rsdjournal.org/index.php/rsd/article/view/32772/27934Copyright (c) 2022 Tamara Esteves de Oliveira; David Santos de Freitas; Tainá Machado Bartmann; Roderval Fernandes Cipriano; Miguelangelo Gianezini; Júlio Otávio Jardim Barcelloshttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessOliveira, Tamara Esteves de Freitas, David Santos de Bartmann, Tainá Machado Cipriano, Roderval FernandesGianezini, MiguelangeloBarcellos, Júlio Otávio Jardim 2022-08-12T22:23:03Zoai:ojs.pkp.sfu.ca:article/32772Revistahttps://rsdjournal.org/index.php/rsd/indexPUBhttps://rsdjournal.org/index.php/rsd/oairsd.articles@gmail.com2525-34092525-3409opendoar:2024-01-17T09:48:39.120043Research, Society and Development - Universidade Federal de Itajubá (UNIFEI)false |
dc.title.none.fl_str_mv |
Meat stores strategies in social media: a study in Porto Alegre, Brazil Estrategias de carnicerías en redes sociales: un estudio en Porto Alegre, Brasil Estratégias de lojas de carne nas redes sociais: um estudo em Porto Alegre, Brasil |
title |
Meat stores strategies in social media: a study in Porto Alegre, Brazil |
spellingShingle |
Meat stores strategies in social media: a study in Porto Alegre, Brazil Oliveira, Tamara Esteves de Marketing digital Cadeia de fornecimento de carne bovina Carne premium Nicho de mercado alimentar. Marketing digital Cadena de suministro de carne de res Carne premium Nicho de mercado de alimentos. Digital marketing Beef supply chain Premium meat Food niche market. |
title_short |
Meat stores strategies in social media: a study in Porto Alegre, Brazil |
title_full |
Meat stores strategies in social media: a study in Porto Alegre, Brazil |
title_fullStr |
Meat stores strategies in social media: a study in Porto Alegre, Brazil |
title_full_unstemmed |
Meat stores strategies in social media: a study in Porto Alegre, Brazil |
title_sort |
Meat stores strategies in social media: a study in Porto Alegre, Brazil |
author |
Oliveira, Tamara Esteves de |
author_facet |
Oliveira, Tamara Esteves de Freitas, David Santos de Bartmann, Tainá Machado Cipriano, Roderval Fernandes Gianezini, Miguelangelo Barcellos, Júlio Otávio Jardim |
author_role |
author |
author2 |
Freitas, David Santos de Bartmann, Tainá Machado Cipriano, Roderval Fernandes Gianezini, Miguelangelo Barcellos, Júlio Otávio Jardim |
author2_role |
author author author author author |
dc.contributor.author.fl_str_mv |
Oliveira, Tamara Esteves de Freitas, David Santos de Bartmann, Tainá Machado Cipriano, Roderval Fernandes Gianezini, Miguelangelo Barcellos, Júlio Otávio Jardim |
dc.subject.por.fl_str_mv |
Marketing digital Cadeia de fornecimento de carne bovina Carne premium Nicho de mercado alimentar. Marketing digital Cadena de suministro de carne de res Carne premium Nicho de mercado de alimentos. Digital marketing Beef supply chain Premium meat Food niche market. |
topic |
Marketing digital Cadeia de fornecimento de carne bovina Carne premium Nicho de mercado alimentar. Marketing digital Cadena de suministro de carne de res Carne premium Nicho de mercado de alimentos. Digital marketing Beef supply chain Premium meat Food niche market. |
description |
This study identified the marketing strategies in social media used by retail meat stores in the municipality of Porto Alegre, Southern Brazil. Data was collected through posts available on social media and on websites of 18 stores in November 2018, each social media was analyzed on the same day to avoid bias of new followers or posts. In this analysis, 38 descriptor variables were identified, coded, and grouped by Cluster Analysis. The variables were compared in a one-way PERMANOVA with Bonferroni correction. To our knowledge, none other research analyzes the virtual strategies of this traditional sector and offers pointers for beef stores to survive on social media. To understand this adaptation is even more relevant considering the reality of Covid-19 pandemic, and we highly suggest future studies to analyze this scenario to understand the changes in marketing and in consumer’s responses. The analysis of clusters identified three types of meat stores: traditional; dynamic and UpToDate; and a group with diffuse strategies, with different marketing strategies on social media. The most advertised variables were associated with product characteristics, such as quality, sensorial aspects, and beef cut. On the other hand, intangible aspects such as environmental concerns, certifications, where barely mentioned. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-08-06 |
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://rsdjournal.org/index.php/rsd/article/view/32772 10.33448/rsd-v11i10.32772 |
url |
https://rsdjournal.org/index.php/rsd/article/view/32772 |
identifier_str_mv |
10.33448/rsd-v11i10.32772 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://rsdjournal.org/index.php/rsd/article/view/32772/27934 |
dc.rights.driver.fl_str_mv |
https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Research, Society and Development |
publisher.none.fl_str_mv |
Research, Society and Development |
dc.source.none.fl_str_mv |
Research, Society and Development; Vol. 11 No. 10; e423111032772 Research, Society and Development; Vol. 11 Núm. 10; e423111032772 Research, Society and Development; v. 11 n. 10; e423111032772 2525-3409 reponame:Research, Society and Development instname:Universidade Federal de Itajubá (UNIFEI) instacron:UNIFEI |
instname_str |
Universidade Federal de Itajubá (UNIFEI) |
instacron_str |
UNIFEI |
institution |
UNIFEI |
reponame_str |
Research, Society and Development |
collection |
Research, Society and Development |
repository.name.fl_str_mv |
Research, Society and Development - Universidade Federal de Itajubá (UNIFEI) |
repository.mail.fl_str_mv |
rsd.articles@gmail.com |
_version_ |
1797052821676228608 |