Uso dos aplicativos de redes sociais no processo de venda de bolos: estudo de caso numa empresa local

Abstract

Nowadays, people used a lot their smartphone. They changed the way of people interact with each other, also with companies, using social media. This interact affected significantly their daily activities, also the process of buying specific products. The buying intention can be influenced by many factors and change based on preferences, needs, and consumer’s personality. Based on, the overall objective of this study is to analyze the utilization of social media apps during a sale of cakes. This research were developed by a case study, supported by an interview with a local brand, where was verified that people are increasingly using social media apps as a way to interact with companies that sell cakes. Also showing that company under analysis don’t use effectively all the tools available in the apps to spread their products, and this make more difficult the brand’s reach and prospect new clients.