THE SOCIAL NETWORK AND THE RELATIONSHIP MANAGEMENT IN WINERIES: A CASE STUDY OF MULTIPLE
From the revolution caused with the emergence of Web 2.0 and the changing behavior of new consumers, who are the protagonists in the dissemination of information and influence in purchasing decisions of other users, comes the need for businesses to adapt to the virtual environment, in order to get new customers and better serve them. This study aims to analyze the positioning of four wine companies in Brazil, Chile and Argentina in the social networking sites Facebook, Twitter and Youtube. In addition, seek to find similarities and differences between the performance of these wineries, to understand their goals and how they act. The insertion of the companies Alfa Winer, Wines Beta, Gama Winery and Cellar Sigma on social networking sites was analyzed through a qualitative research based on interviews with those responsible for social media companies and triangulation based on secondary information catch on their websites and online social networks of the companies studied, applying the method of content analysis. It was found that companies, even though present in the same environments of social media, are using different strategies of action online and are getting good results and growing.
PaperID: p 2718-2733
Author's Name: Bruna Madalosso, Roberto Birch Gonçalves and Tatiana Piccin
Volume: Volume 6
Issues: Volume 6
Keywords: Social media, social networking sites, wineries.