Estudo multicasos: a influência das redes sociais de micro e pequenos supermercadistas

Abstract

The objective of this work is to verify the influence of the digital marketing strategy, in this case, the social networks adopted by micro and small supermarkets in the city of Ituiutaba / MG. He started from the problematization with the following question: How will the digital social networks adopted by micro and small supermarkets be effective in promoting their products? The study addresses social networks and marketing strategies with micro and small entrepreneurs or managers, also seeks to know the perception of increasing customers, loyalty after supermarkets have adopted digital marketing. The methodology consisted of a bibliographic review based on texts by authors that address the theme, published articles and dissertations, documents, newspapers, magazines and specialized websites; this article portrays an interpretive case study, analyzes data from two companies, called Loja A and Loja B, illustrates their characteristics and the development of digital marketing for micro and small supermarkets in the city of Ituiutaba-MG. The results obtained in this study show that supermarkets have been gaining space in the virtual world, their evolution has transformed into a new policy adapting to the market demands of the moment. It appears that the globalized market has brought advantages to everyone involved in the commercial transaction, so it has encountered a great challenge such as competitiveness that can be overcome with the use of strategic planning, with feedback mechanisms collecting new data from its customers, thus concludes It is said that digital marketing is the trend that has promoted supermarkets by enabling information and communication between suppliers and consumers.