Marketing digital e redes sociais web : um estudo de caso na formação de mulheres empreendedoras da economia solidária no estado Piauí
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da UFRPE |
Texto Completo: | http://www.tede2.ufrpe.br:8080/tede2/handle/tede2/7987 |
Resumo: | The solidarity economy enterprises (SEE) are characterized by a commercialization in direct contact with the consumer in several areas, including solidarity economy fairs. These SEE, mostly, do not use e-commerce in the distribution of its products and, consequently, do not use the internet as marketing for the commercialization and disclosure, by means of corporate sites, mailing list and web social networks. This research aims to investigate, by means of a digital marketing course and web social networks, the perception of women of the EES from State of Piauí regarding the use of social networks as tools potentiating for the dissemination and commercialization of its products. Specifically: perform a survey of solidary economic enterprises of the state of Piauí; identify the socioeconomic-cultural and technological profile of women from SEE participants of the course "Digital Marketing and Web Social Networks for SEE "; check the entrepreneurial characteristics of the participating students of that course; analyze the perceptions of women from SEE trained , regarding the use of web social networks as tools of dissemination and marketing of products of their enterprises. For the development of this research, was launched hand a qualitative approach. This approach is appropriate for the understanding of a phenomenon of social nature and interpretive character. It was used the case study as a research method. The used data collection techniques were: documental and bibliographical research, questionnaire (applied to 40 women), direct observation and interview. The survey data show that, after the course, 83% of qualified women started to use some or all social networks, with the target audience of your endeavors. It is important to note that the most used social networks were Facebook and Whatsapp and 96.8% of women responded that they believe in the potential of web social networks as a means of dissemination of products. Faced with this reality, it is pertinent to stress that the entrepreneurs of SEE start to invest in web social networks, as these interactive tools enable increased sales; a closer relationship with the consumers of the products and / or services of their enterprises; and to reduce marketing costs; that way, if properly used and with appropriate content, the web social networks can improve the agility of SEE processes. In the absence of conclusion, and taking into account the purpose of the training course offered to women- entrepreneurs, it is concluded that the web social networks, in fact, contribute to the dissemination and marketing of products and / or services of EES from Piauí providing not only to generate income but emancipation, especially of those women-entrepreneurs in the perspective of local and regional socio-economic development. |
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ALBUQUERQUE, José de LimaSILVA, Ivanda Maria MartinsMORAES FILHO, Rodolfo Araújo deLEITE, Emanuel Ferreirahttp://lattes.cnpq.br/3233682451952601BRANDÃO, Markenio2019-05-07T13:29:46Z2016-09-21BRANDÃO, Markenio. Marketing digital e redes sociais web : um estudo de caso na formação de mulheres empreendedoras da economia solidária no estado Piauí. 2016. 137 f. Dissertação (Programa de Pós-Graduação em Tecnologia e Gestão em Educação a Distância) - Universidade Federal Rural de Pernambuco, Recife.http://www.tede2.ufrpe.br:8080/tede2/handle/tede2/7987The solidarity economy enterprises (SEE) are characterized by a commercialization in direct contact with the consumer in several areas, including solidarity economy fairs. These SEE, mostly, do not use e-commerce in the distribution of its products and, consequently, do not use the internet as marketing for the commercialization and disclosure, by means of corporate sites, mailing list and web social networks. This research aims to investigate, by means of a digital marketing course and web social networks, the perception of women of the EES from State of Piauí regarding the use of social networks as tools potentiating for the dissemination and commercialization of its products. Specifically: perform a survey of solidary economic enterprises of the state of Piauí; identify the socioeconomic-cultural and technological profile of women from SEE participants of the course "Digital Marketing and Web Social Networks for SEE "; check the entrepreneurial characteristics of the participating students of that course; analyze the perceptions of women from SEE trained , regarding the use of web social networks as tools of dissemination and marketing of products of their enterprises. For the development of this research, was launched hand a qualitative approach. This approach is appropriate for the understanding of a phenomenon of social nature and interpretive character. It was used the case study as a research method. The used data collection techniques were: documental and bibliographical research, questionnaire (applied to 40 women), direct observation and interview. The survey data show that, after the course, 83% of qualified women started to use some or all social networks, with the target audience of your endeavors. It is important to note that the most used social networks were Facebook and Whatsapp and 96.8% of women responded that they believe in the potential of web social networks as a means of dissemination of products. Faced with this reality, it is pertinent to stress that the entrepreneurs of SEE start to invest in web social networks, as these interactive tools enable increased sales; a closer relationship with the consumers of the products and / or services of their enterprises; and to reduce marketing costs; that way, if properly used and with appropriate content, the web social networks can improve the agility of SEE processes. In the absence of conclusion, and taking into account the purpose of the training course offered to women- entrepreneurs, it is concluded that the web social networks, in fact, contribute to the dissemination and marketing of products and / or services of EES from Piauí providing not only to generate income but emancipation, especially of those women-entrepreneurs in the perspective of local and regional socio-economic development.Os empreendimentos econômicos solidários (EES) caracterizam-se por uma comercialização em contato direto com o consumidor, em vários espaços, inclusive feiras de economia solidária. Esses EES, em sua grande maioria, não utilizam o comércio eletrônico na distribuição dos seus produtos e, por conseguinte, não utilizam a internet como marketing para a comercialização e divulgação, por meio de sites corporativos, mailing list e redes sociais web. Esta pesquisa tem o objetivo de investigar, por meio de um curso de marketing digital e redes sociais web, a percepção de mulheres de EES do Estado do Piauí em relação ao uso das redes sociais como ferramentas potencializadoras para a divulgação e comercialização de seus produtos. Especificamente: realizar um levantamento dos empreendimentos econômicos solidários do estado do Piauí; identificar o perfil socioeconômico-cultural e tecnológico das mulheres dos EES participantes do curso de “Marketing Digital e Redes Sociais web para EES”; verificar as características empreendedoras das alunas participantes do referido curso; analisar as percepções das mulheres dos EES capacitadas, em relação ao uso das redes sociais web como ferramentas de divulgação e comercialização dos produtos dos seus empreendimentos. Para o desenvolvimento dessa pesquisa, lançou-se mão de uma abordagem qualitativa. Essa abordagem é apropriada para o entendimento de um fenômeno de natureza social e de caráter interpretativo. Utilizou-se o estudo de caso como método de pesquisa. As técnicas de coleta de dados utilizadas foram: pesquisa documental e bibliográfica, questionário (aplicados a 40 mulheres), observação direta e entrevista. Os dados da pesquisa apontam que, após o curso, 83% das mulheres capacitadas passaram a utilizar todas ou algumas redes sociais, junto ao público-alvo dos seus empreendimentos. É importante ressaltar, que as redes sociais mais utilizadas foram o Facebook e o Whatsapp e que 96,8% das mulheres responderam que acreditam no potencial das redes sociais web como meio de divulgação dos produtos. Frente a essa realidade, é pertinente salientar que as empreendedoras de EES comecem a investir nas redes sociais web, pois essas ferramentas de interação possibilitam aumento das vendas; um relacionamento mais próximo com os consumidores dos produtos e/ou serviços dos seus empreedimentos; bem como a redução de custos com marketing; dessa forma, se utilizadas adequadamente e com conteúdos apropriados, as redes sociais web conseguem melhorar a agilidade de processos do EES. À guisa de conclusão, e levando em consideração a finalidade do curso de capacitação ofertado às mulheres-empreendedoras, conclui-se que as redes sociais web, de fato, contribuem para a divulgação e comercialização dos produtos e/ou serviços dos EES piauienses proporcinando não só a geração de renda, mas a emancipação, principalmente, dessas mulheres-empreendedoras na perspectiva do desenvolvimento socioeconômico local e regional.Submitted by Mario BC (mario@bc.ufrpe.br) on 2019-05-07T13:29:46Z No. of bitstreams: 1 Markenio Brandao.pdf: 4726160 bytes, checksum: 6bd1200ce43d4d50a6010d2327d9f1bf (MD5)Made available in DSpace on 2019-05-07T13:29:46Z (GMT). No. of bitstreams: 1 Markenio Brandao.pdf: 4726160 bytes, checksum: 6bd1200ce43d4d50a6010d2327d9f1bf (MD5) Previous issue date: 2016-09-21application/pdfporUniversidade Federal Rural de PernambucoPrograma de Pós-Graduação em Tecnologia e Gestão em Educação a DistânciaUFRPEBrasilUnidade Acadêmica de Educação a Distância e TecnologiaMarketing digitalRede socialEmpreendedorismoMulherEconomia solidáriaCIENCIAS HUMANAS::EDUCACAOMarketing digital e redes sociais web : um estudo de caso na formação de mulheres empreendedoras da economia solidária no estado Piauíinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-1507696901338236785600600600-4680941754421711741-240345818910352367info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da UFRPEinstname:Universidade Federal Rural de Pernambuco (UFRPE)instacron:UFRPEORIGINALMarkenio Brandao.pdfMarkenio Brandao.pdfapplication/pdf4726160http://www.tede2.ufrpe.br:8080/tede2/bitstream/tede2/7987/2/Markenio+Brandao.pdf6bd1200ce43d4d50a6010d2327d9f1bfMD52LICENSElicense.txtlicense.txttext/plain; charset=utf-82165http://www.tede2.ufrpe.br:8080/tede2/bitstream/tede2/7987/1/license.txtbd3efa91386c1718a7f26a329fdcb468MD51tede2/79872019-05-07 10:29:46.097oai:tede2: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Biblioteca Digital de Teses e Dissertaçõeshttp://www.tede2.ufrpe.br:8080/tede/PUBhttp://www.tede2.ufrpe.br:8080/oai/requestbdtd@ufrpe.br ||bdtd@ufrpe.bropendoar:2024-05-28T12:36:22.486708Biblioteca Digital de Teses e Dissertações da UFRPE - Universidade Federal Rural de Pernambuco (UFRPE)false |
dc.title.por.fl_str_mv |
Marketing digital e redes sociais web : um estudo de caso na formação de mulheres empreendedoras da economia solidária no estado Piauí |
title |
Marketing digital e redes sociais web : um estudo de caso na formação de mulheres empreendedoras da economia solidária no estado Piauí |
spellingShingle |
Marketing digital e redes sociais web : um estudo de caso na formação de mulheres empreendedoras da economia solidária no estado Piauí BRANDÃO, Markenio Marketing digital Rede social Empreendedorismo Mulher Economia solidária CIENCIAS HUMANAS::EDUCACAO |
title_short |
Marketing digital e redes sociais web : um estudo de caso na formação de mulheres empreendedoras da economia solidária no estado Piauí |
title_full |
Marketing digital e redes sociais web : um estudo de caso na formação de mulheres empreendedoras da economia solidária no estado Piauí |
title_fullStr |
Marketing digital e redes sociais web : um estudo de caso na formação de mulheres empreendedoras da economia solidária no estado Piauí |
title_full_unstemmed |
Marketing digital e redes sociais web : um estudo de caso na formação de mulheres empreendedoras da economia solidária no estado Piauí |
title_sort |
Marketing digital e redes sociais web : um estudo de caso na formação de mulheres empreendedoras da economia solidária no estado Piauí |
author |
BRANDÃO, Markenio |
author_facet |
BRANDÃO, Markenio |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
ALBUQUERQUE, José de Lima |
dc.contributor.referee1.fl_str_mv |
SILVA, Ivanda Maria Martins |
dc.contributor.referee2.fl_str_mv |
MORAES FILHO, Rodolfo Araújo de |
dc.contributor.referee3.fl_str_mv |
LEITE, Emanuel Ferreira |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/3233682451952601 |
dc.contributor.author.fl_str_mv |
BRANDÃO, Markenio |
contributor_str_mv |
ALBUQUERQUE, José de Lima SILVA, Ivanda Maria Martins MORAES FILHO, Rodolfo Araújo de LEITE, Emanuel Ferreira |
dc.subject.por.fl_str_mv |
Marketing digital Rede social Empreendedorismo Mulher Economia solidária |
topic |
Marketing digital Rede social Empreendedorismo Mulher Economia solidária CIENCIAS HUMANAS::EDUCACAO |
dc.subject.cnpq.fl_str_mv |
CIENCIAS HUMANAS::EDUCACAO |
description |
The solidarity economy enterprises (SEE) are characterized by a commercialization in direct contact with the consumer in several areas, including solidarity economy fairs. These SEE, mostly, do not use e-commerce in the distribution of its products and, consequently, do not use the internet as marketing for the commercialization and disclosure, by means of corporate sites, mailing list and web social networks. This research aims to investigate, by means of a digital marketing course and web social networks, the perception of women of the EES from State of Piauí regarding the use of social networks as tools potentiating for the dissemination and commercialization of its products. Specifically: perform a survey of solidary economic enterprises of the state of Piauí; identify the socioeconomic-cultural and technological profile of women from SEE participants of the course "Digital Marketing and Web Social Networks for SEE "; check the entrepreneurial characteristics of the participating students of that course; analyze the perceptions of women from SEE trained , regarding the use of web social networks as tools of dissemination and marketing of products of their enterprises. For the development of this research, was launched hand a qualitative approach. This approach is appropriate for the understanding of a phenomenon of social nature and interpretive character. It was used the case study as a research method. The used data collection techniques were: documental and bibliographical research, questionnaire (applied to 40 women), direct observation and interview. The survey data show that, after the course, 83% of qualified women started to use some or all social networks, with the target audience of your endeavors. It is important to note that the most used social networks were Facebook and Whatsapp and 96.8% of women responded that they believe in the potential of web social networks as a means of dissemination of products. Faced with this reality, it is pertinent to stress that the entrepreneurs of SEE start to invest in web social networks, as these interactive tools enable increased sales; a closer relationship with the consumers of the products and / or services of their enterprises; and to reduce marketing costs; that way, if properly used and with appropriate content, the web social networks can improve the agility of SEE processes. In the absence of conclusion, and taking into account the purpose of the training course offered to women- entrepreneurs, it is concluded that the web social networks, in fact, contribute to the dissemination and marketing of products and / or services of EES from Piauí providing not only to generate income but emancipation, especially of those women-entrepreneurs in the perspective of local and regional socio-economic development. |
publishDate |
2016 |
dc.date.issued.fl_str_mv |
2016-09-21 |
dc.date.accessioned.fl_str_mv |
2019-05-07T13:29:46Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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dc.identifier.citation.fl_str_mv |
BRANDÃO, Markenio. Marketing digital e redes sociais web : um estudo de caso na formação de mulheres empreendedoras da economia solidária no estado Piauí. 2016. 137 f. Dissertação (Programa de Pós-Graduação em Tecnologia e Gestão em Educação a Distância) - Universidade Federal Rural de Pernambuco, Recife. |
dc.identifier.uri.fl_str_mv |
http://www.tede2.ufrpe.br:8080/tede2/handle/tede2/7987 |
identifier_str_mv |
BRANDÃO, Markenio. Marketing digital e redes sociais web : um estudo de caso na formação de mulheres empreendedoras da economia solidária no estado Piauí. 2016. 137 f. Dissertação (Programa de Pós-Graduação em Tecnologia e Gestão em Educação a Distância) - Universidade Federal Rural de Pernambuco, Recife. |
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http://www.tede2.ufrpe.br:8080/tede2/handle/tede2/7987 |
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Universidade Federal Rural de Pernambuco |
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