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Authors
Abstract(s)
Ao longo do tempo, o foco das empresas junto do mercado tem sofrido diversas alterações, tendo-se assistido a uma transição do foco na transação e no mercado de massas, para uma preocupação individualizada, personalizada e cuidada. Com a evolução da internet, as empresas têm procurado uma digitalização cada vez maior de todos os seus processos, podendo corresponder às necessidades dos seus clientes de uma forma mais adequada. De igual forma, também a comunicação das marcas passou a ser feita de forma diferente, havendo uma maior utilização das redes sociais enquanto ferramenta de criação, aproximação e interação de uma leal comunidade de seguidores. Neste sentido, o principal objetivo deste projeto passa por perceber de que forma poderão as redes sociais atuar como ferramenta de marketing relacional, tendo sido, para tal, utilizada uma abordagem metodológica qualitativa por meio de entrevistas a colaboradores da Tricots Brancal, com contacto com o público ou participação no processo administrativo da empresa. As entrevistas permitem reconhecer, de forma consensual, a importância das redes sociais enquanto ferramenta de comunicação e aproximação com os clientes com a empresa, tendo sido apresentadas formas de aumentar a interação com a marca, através das diversas redes sociais. O contributo dado por este projeto permite a realização de uma estratégia para as redes sociais, capaz de criar uma comunidade próxima da marca, para que seja possível o desenvolvimento de relações fortes e duradouras entre a Tricots Brancal e os seus clientes.
Over time, companies’ focus in the marketplace has undergone significant changes, transitioning from an emphasis on transactions and mass markets to a more individualized, personalized, and thoughtful approach. With the evolution of the internet, companies have increasingly pursued the digitization of their processes to better meet customer needs. Similarly, brand communication has also shifted, with greater use of social media as a tool for creating, engaging with, and fostering a loyal community of followers. In this context, the main objective of this project is to understand how social media can act as a relational marketing tool. To achieve this, a qualitative methodological approach was employed through interviews with Tricots Brancal employees who interact with the public or are involved in the company’s administrative processes. The interviews consistently highlighted the importance of social media as a communication and customer engagement tool for the company. Suggestions were also presented for increasing brand interaction across various social media platforms. The contributions of this project facilitated the development of a social media strategy designed to build a close-knit community around the brand, enabling the establishment of strong and lasting relationships between Tricots Brancal and its customers.
Over time, companies’ focus in the marketplace has undergone significant changes, transitioning from an emphasis on transactions and mass markets to a more individualized, personalized, and thoughtful approach. With the evolution of the internet, companies have increasingly pursued the digitization of their processes to better meet customer needs. Similarly, brand communication has also shifted, with greater use of social media as a tool for creating, engaging with, and fostering a loyal community of followers. In this context, the main objective of this project is to understand how social media can act as a relational marketing tool. To achieve this, a qualitative methodological approach was employed through interviews with Tricots Brancal employees who interact with the public or are involved in the company’s administrative processes. The interviews consistently highlighted the importance of social media as a communication and customer engagement tool for the company. Suggestions were also presented for increasing brand interaction across various social media platforms. The contributions of this project facilitated the development of a social media strategy designed to build a close-knit community around the brand, enabling the establishment of strong and lasting relationships between Tricots Brancal and its customers.
Description
Keywords
Engagement Fidelização Interação. Marketing Relacional Redes Sociais