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O impacto do marketing digital no crescimento das PME´S : a eficácia das atividades de social media desenvolvidas pelas PME´S nas reviews e recomendações dos influenciadores
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Resumo(s)
A presença em páginas de social media é já uma realidade para as empresas,
nomeadamente para Pequenas e Médias Empresas (PME). Com o advento da Web 2.0,
estas plataformas online representam uma mudança na comunicação que passa a ser
feita entre empresa e consumidor em simultâneo. Neste sentido, os comentários e as
recomendações sobre marcas dos utilizadores traduzem-se na forma de expressão
mais comum do chamado worth-of-mouth. Mas será que os comentários e as
recomendações dos utilizadores exercem influência noutros utilizadores?
A resposta é dada, numa primeira fase, através de uma revisão de literatura,
onde são abordados temas como o marketing relacional, marketing digital e a sua
aplicação em PME, social media, influenciadores e worth-of-mouth. Um estudo
empírico completa este trabalho baseado em inquéritos e entrevistas
semiestruturados – a clientes e gestores das PME respetivamente – assim como
multiple-case studies de quatro PME, cuja informação recolhida pode ser analisada por
meio de gráficos. Em último, apresentam-se os dados obtidos bem como as respetivas
conclusões. Aqui, destaca-se a importância do social media para clientes e empresas,
ao mesmo tempo que é evidenciado um caráter persuasivo nos comentários e nas
recomendações entre os utilizadores nas páginas oficias de social media das empresas.
Esta investigação destina-se a toda a comunidade académica, em especial a
investigadores da área da comunicação digital, que pretendam adquirir um maior
conhecimento sobre esta temática e/ou perceber a influência que os comentários e as
recomendações podem exercer. Espera-se, ainda, que o presente trabalho contribua
para estudos futuros.
The presence in social media pages is already a reality for companies, in particular for small and medium-sized enterprises (SMEs). With the advent of Web 2.0, these online platforms represent a change in the communication between company and consumer. In this sense, the comments and recommendations on users ' tags are in the form of more common expression called worth-of-mouth. But will the comments and recommendations of the users influence other users? The answer is given, in a first phase, through a literature review, which covered topics such as relationship marketing, digital marketing and its application in SMES, social media, influencers and worth-of-mouth. An empirical study complete this work based on semi-structured interviews and surveys – the customers and managers of SMEs respectively-as well as multiple-case studies of four SMES, whose information collected can be analyzed by means of graphs. At last, the data obtained and the relevant conclusions. Here, we highlight the importance of social media for customers and businesses, at the same time which is evidenced a persuasive character in comments and recommendations between users on the official pages of social media companies. This investigation is aimed at the entire academic community, in particular to researchers in the area of digital communication, wishing to acquire a greater knowledge of the subject and/or understand the influence that the comments and recommendations can exert. It is expected that this work will contribute to future studies.
The presence in social media pages is already a reality for companies, in particular for small and medium-sized enterprises (SMEs). With the advent of Web 2.0, these online platforms represent a change in the communication between company and consumer. In this sense, the comments and recommendations on users ' tags are in the form of more common expression called worth-of-mouth. But will the comments and recommendations of the users influence other users? The answer is given, in a first phase, through a literature review, which covered topics such as relationship marketing, digital marketing and its application in SMES, social media, influencers and worth-of-mouth. An empirical study complete this work based on semi-structured interviews and surveys – the customers and managers of SMEs respectively-as well as multiple-case studies of four SMES, whose information collected can be analyzed by means of graphs. At last, the data obtained and the relevant conclusions. Here, we highlight the importance of social media for customers and businesses, at the same time which is evidenced a persuasive character in comments and recommendations between users on the official pages of social media companies. This investigation is aimed at the entire academic community, in particular to researchers in the area of digital communication, wishing to acquire a greater knowledge of the subject and/or understand the influence that the comments and recommendations can exert. It is expected that this work will contribute to future studies.
Descrição
Palavras-chave
Web 2.0 Marketing digital Marketing relacional Worth-of-mouth Social media PME Web 2.0 Digital marketing Relationship marketing Worth-of-mouth Social media SME