RELATIONSHIP MARKETING STRATEGIES APPLIED TO DIGITAL MEDIA: TRENDS AND IMPLICATION

Συγγραφείς

  • Wesley Moreira Costa Bachelor's of Administration, Center University Avantis – (UNIAVAN), Balneário Camboriú, Brazil
  • Rodrigo Fernando Belli Specialist in Sales Administration, Professor at Center University Avantis – (UNIAVAN), Balneário Camboriú, Brazil
  • Ruan Carlos dos Santos PhD Student of Administration, University of the State of Santa Catarina – UDESC, Professor at Center University Avantis – (UNIAVAN), Balneário Camboriú, Brazil

DOI:

https://doi.org/10.46827/ejmms.v8i1.1446

Λέξεις-κλειδιά:

marketing of relationship, digital media, consumer experience

Περίληψη

Purpose: To develop strategies that enable bars and restaurants to improve their relationship marketing with their consumers using digital media as auxiliary tools. Method: This is an applied research, with a problem approach configured as quantitative, whose objectives present a descriptive character, having as technical procedures the survey, it was conceived non-probabilistic sampling by convenience. Originality/Relevance: Makes visible the possibility of measuring and understanding the desires and expectations of consumers in relation to the target companies, which in turn can provide a scientific bias to the fulfilment of certain market demands, as in the case of the formulation of relationship marketing strategies directed to the expectations and desires of the consumer public. Results: The sample researched has a greater appreciation for the bars and restaurants that are present in the digital media and that, mainly, relate to their customers through them; still, it was observed the importance of good reviews linked to the bars and restaurants in the consumers' perspective; and lastly, it was noted the predisposition of consumers about the use of the social networks Instagram and WhatsApp. Finally, from the strategies developed, it was realized the too much relevance of performing relationship marketing based on the tastes and preferences of the one whose attention you want to get.

 

JEL: M30; M13

 

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Βιογραφικά Συγγραφέων

  • Wesley Moreira Costa, Bachelor's of Administration, Center University Avantis – (UNIAVAN), Balneário Camboriú, Brazil

    Wesley Moreira Costa, Bachelor's of Administration, Center University Avantis – (UNIAVAN), Brazil., Orcid: https://orcid.org/0009-0001-4397-4572

  • Rodrigo Fernando Belli, Specialist in Sales Administration, Professor at Center University Avantis – (UNIAVAN), Balneário Camboriú, Brazil

    Rodrigo Fernando Belli, Professor at Center University Avantis – (UNIAVAN), Brazil in the disciplines of Fundamentals of Management; Marketing Management, Services Marketing and E-commerce, Business Models, Labor Market and Career, Finance and Gastronomic Services and Strategic Administration. - Tutor Professor at Centro Universitário Avantis - UNIAVAN of the Technologist in Marketing and Bachelor in Administration courses. - External Tutor Professor at Leonardo da Vinci University Center - UNIASSELVI, in the courses of Technologist in Logistics and Management Processes. - External Tutor Professor at UNIGRAN in the courses of Administration, Managerial Processes, Logistics, Accounting and Human Resources. - Post-graduation professor at AVANTIS on the subject Business Strategic Administration and Client Management. - Post-graduation professor at AUPEX in the disciplines Scientific Methodology, Logistics and Business Management. - Master's student in Administration at the Universidade do Vale do Itajaí - UNIVALI - Specialization in Sales and Marketing - Universidade do Vale do Itajaí - UNIVALI - Specialization in Teaching and Tutoring - Center University Avantis – (UNIAVAN) - Specialization in Higher Education Teaching - Center University Avantis – (UNIAVAN) - Bachelor in Administration - Universidade do Vale do Itajaí - UNIVALI - Technician in Logistics, Storage, Distribution and Transportation. Orcid: https://orcid.org/0000-0002-8254-7389.

  • Ruan Carlos dos Santos, PhD Student of Administration, University of the State of Santa Catarina – UDESC, Professor at Center University Avantis – (UNIAVAN), Balneário Camboriú, Brazil

    Ruan Carlos dos Santos, Bachelor's Degree in Philosophy from the University of Southern Santa Catarina (2002-2005). Full Degree in Philosophy and Social Sciences from Faculdade Integrada Cruzeiro- FIC (2018). Bachelor in Theology from FAJE/ITESC (2006-2009). Specialization and MBA in Strategic Business Management by FAPAG (2012). Specialization in Teaching Methodology of Philosophy and Sociology by FACEL (2017-2018). MBA in Corporate Governance at UnIBF (2018-2019). Specialization in Auditing and Accounting Expertise by UnIBF (2019-2020). Specialization in School Administration, Supervision and Coordination by UnIBF (2019-2020). Bachelor's degree in Administration at UniFCV (2021). Bachelor in Accounting Sciences at UniCV (2022). Master in Administration at UNIVALI (2015-2017). Associate at ANEGEPE (National Association of Studies in Entrepreneurship and Small Business Management) and ABEC (Brazilian Association of Scientific Editors). Professor and Tutor at UniAvan in the Course of Technology in Financial Management, Bachelor in Administration. Consultant/accredited professor at École National D'Administration (ENA-Brazil). PhD student in Administration at UDESC-ESAG (2022). Orcid: https://orcid.org/0000-0001-7396-8774

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Λήψεις

Δημοσιευμένα

2023-03-17

Τεύχος

Τόμ. 8 Αρ. 1 (2023)

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