INNOVATION OF RELATIONSHIP MARKETING IN SOCIAL NETWORKS: CASE STUDY OF THE MANUFACTURER OF WEAPONS BOITO
This study addresses the innovation practiced by companies that use corporate pages on the social network Facebook. The unit of analysis is a medium-sized company that supplies several segments of the sporting weapons. The study aimed to point out the relevance competitive cognized by the company in creating and managing business pages on the social network Facebook. To achieve this goal was delimited as specific objectives verify whether from the creation and management of Fan Page on the social network Facebook was change in sales revenue in the domestic market, change in customer portfolio and change in the index repurchase. For the development of the article were performed semi-structured interviews in deepness with the administrative management of the company. The results indicated that the activities in the social network reflect in competitive relevance for the company. It was also found that these actions are embedded in the context of innovation and relationship marketing.
PaperID: p 2039-2050
Author's Name: Daniele Nespolo, Deise Taiana de Ávila Dias, Bruno Henrique Colbachini, Pelayo Munhoz Olea, Eric Charles Henri Dorion and Marcia Rohr da Cruz
Volume: Volume 5
Issues: Volume 5
Keywords: Innovation, relationship marketing, social networking.