RELATIONSHIP MARKETING STRATEGIES APPLIED TO DIGITAL MEDIA: TRENDS AND IMPLICATION
| Dublin Core | PKP Metadata Items | Metadata for this Document | |
| 1. | Title | Title of document | RELATIONSHIP MARKETING STRATEGIES APPLIED TO DIGITAL MEDIA: TRENDS AND IMPLICATION |
| 2. | Creator | Author's name, affiliation, country | Wesley Moreira Costa; Bachelor's of Administration, Center University Avantis – (UNIAVAN), Balneário Camboriú, Brazil |
| 2. | Creator | Author's name, affiliation, country | Rodrigo Fernando Belli; Specialist in Sales Administration, Professor at Center University Avantis – (UNIAVAN), Balneário Camboriú, Brazil |
| 2. | Creator | Author's name, affiliation, country | Ruan Carlos dos Santos; PhD Student of Administration, University of the State of Santa Catarina – UDESC, Professor at Center University Avantis – (UNIAVAN), Balneário Camboriú, Brazil |
| 3. | Subject | Discipline(s) | |
| 3. | Subject | Keyword(s) | marketing of relationship, digital media, consumer experience |
| 4. | Description | Abstract | Purpose: To develop strategies that enable bars and restaurants to improve their relationship marketing with their consumers using digital media as auxiliary tools. Method: This is an applied research, with a problem approach configured as quantitative, whose objectives present a descriptive character, having as technical procedures the survey, it was conceived non-probabilistic sampling by convenience. Originality/Relevance: Makes visible the possibility of measuring and understanding the desires and expectations of consumers in relation to the target companies, which in turn can provide a scientific bias to the fulfilment of certain market demands, as in the case of the formulation of relationship marketing strategies directed to the expectations and desires of the consumer public. Results: The sample researched has a greater appreciation for the bars and restaurants that are present in the digital media and that, mainly, relate to their customers through them; still, it was observed the importance of good reviews linked to the bars and restaurants in the consumers' perspective; and lastly, it was noted the predisposition of consumers about the use of the social networks Instagram and WhatsApp. Finally, from the strategies developed, it was realized the too much relevance of performing relationship marketing based on the tastes and preferences of the one whose attention you want to get.
JEL: M30; M13
Article visualizations: |
| 5. | Publisher | Organizing agency, location | Open Access Publishing Group |
| 6. | Contributor | Sponsor(s) | |
| 7. | Date | (YYYY-MM-DD) | 2023-03-17 |
| 8. | Type | Status & genre | Peer-reviewed Article |
| 8. | Type | Type | |
| 9. | Format | File format | |
| 10. | Identifier | Uniform Resource Identifier | https://oapub.org/soc/index.php/EJMMS/article/view/1446 |
| 10. | Identifier | Digital Object Identifier (DOI) | http://dx.doi.org/10.46827/ejmms.v8i1.1446 |
| 11. | Source | Title; vol., no. (year) | European Journal of Management and Marketing Studies; Vol 8, No 1 (2023) |
| 12. | Language | English=en | en |
| 13. | Relation | Supp. Files | |
| 14. | Coverage | Geo-spatial location, chronological period, research sample (gender, age, etc.) | |
| 15. | Rights | Copyright and permissions |
Copyright (c) 2023 Wesley Moreira Costa, Rodrigo Fernando Belli, Ruan Carlos dos Santos This work is licensed under a Creative Commons Attribution 4.0 International License. The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed. |