Comportamento do consumidor diante da presença de marcas em redes sociais: um estudo de caso da Gelateria San Paolo.

Abstract

The possibility of expanding the communication between people through the Internet is a phenomenon which involves several changes in company management process. Nowadays, social networks have been a tool widely used by companies to develop the relationship with the customer through the sharing of information and online content. Based on that, this work has as main objective analyze the influence of social networks on the consumer behavior of the ice-cream shop San Paolo. For this, became necessary identify changes in consumer profile due to the advent of cyberculture and the impact of social networks on the consumers, when used corporately. To achieve the objectives, it was applied 100 questionnaires in a nonprobabilistic research by convenience and judgment, between the followers of social networks in San Paolo.It has been found that people are increasingly immersed in digital culture universe, and new mobile devices and the connected living habits are part of their daily lives. This daily life implies new ways to communicate and seek information, and this study showed that social networks started to be considered by the users a good place to meet brands and create a direct relationship with companies, enabling meet daily news of the brand, its reputation and reviews of other users, points that are influence on the decision to consume or not the brand. The tools provided by Facebook and Instagram, social networks that are the focus of this work, help in spreading the San Paolo brand, influencing the users’ behavior, participating in the dissemination of content and advertising of the company. As a result of this work, Instagram proved to be the most efficient social network in the dissemination of content, with greater involvement of the followers of San Paolo, views and interaction of its customers.