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Abstract(s)
Os Social media (SM) estão cada vez mais presentes na vida das pessoas e seu
uso acabou por se expandir para o ambiente corporativo. Além da comunicação
cliente e consumidor os SM também estão sendo muito utilizados no contexto
Business to Business. Essas empresas usam as aplicações de social media para
comunicação, relaciomento com clientes e para atividades relacionadas a venda.
Considerando que a maioria dos estudos sobre os SM abordam mais o mercado
Business to Consumer, este estudo tem como objetivo compreender como o uso
dos SM pode potenciar a vantagem competitiva das empresas B2B. Além disso
este estudo discute como os SM melhoram a comunicação e relacionamento
com o cliente, busca entender os benefícios e eficácia nos negócios após o uso
dos SM e se existe aumento nas vendas com o seu uso. Para alcançar tal
objetivo foi utilizado como instrumento de coleta de dados a entrevista
semiestruturada em que foram entrevistados seis gestores de empresas B2B.
Os resultados evidenciaram que o uso dos SM melhoram a comunicação e
relacionamento, aumentam as vendas e contribuem para a vantagem
competitiva de forma sustentada. Contudo, também foram apontadas limitações
que decorrem com uso dos SM como a mudança do algoritmo e necessidade de
fequência nas publicações.
Social media (SM) are increasingly present in people's lives, and their use expanded to the corporate environment. In addition to customer and consumer communication, SM are widely used in the Business to Business context. These companies use social networking applications for communication, customer relationship and sales-related activities. Considering that most studies on SM are more focused on the Business to Consumer market, this study aims to understand how using SM can enhance the competitive advantage of business to business (B2B) companies. In addition, this study discusses how SM improve communication and customer relationship, seeks to understand the benefits and effectiveness in business after using SM and if there is an increase in sales with its use. To achieve this objective, semi-structured interviews were used as a data collection instrument in which six managers of B2B companies were interviewed. The results showed that the use of the SM improve communication and relationships, increases sales and contributes to competitive advantage in a sustained way. However, limitations arising from using SM were also pointed out, such as changing the algorithm and the need for publication frequency.
Social media (SM) are increasingly present in people's lives, and their use expanded to the corporate environment. In addition to customer and consumer communication, SM are widely used in the Business to Business context. These companies use social networking applications for communication, customer relationship and sales-related activities. Considering that most studies on SM are more focused on the Business to Consumer market, this study aims to understand how using SM can enhance the competitive advantage of business to business (B2B) companies. In addition, this study discusses how SM improve communication and customer relationship, seeks to understand the benefits and effectiveness in business after using SM and if there is an increase in sales with its use. To achieve this objective, semi-structured interviews were used as a data collection instrument in which six managers of B2B companies were interviewed. The results showed that the use of the SM improve communication and relationships, increases sales and contributes to competitive advantage in a sustained way. However, limitations arising from using SM were also pointed out, such as changing the algorithm and the need for publication frequency.
Description
Keywords
Marketing B2b Comunicação Social Media Vantagem Competitiva Vendas