An Exploratory Study on the use of Social Networks in Building Customer Relationships&lt;br&gt;DOI: 10.7819/rbgn.v15i47.953

Rocha, Thelma Valéria; Jansen, Caroline Louise Stedefeldt; Lofti, Eduardo; Fraga, Rodrigo Ribeiro

doi:10.7819/rbgn.v15i47.953

Cited by 7 publications

(12 citation statements)

References 4 publications

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“…With respect to social networks, the work of Rocha et al (2013) is pioneer in evaluating the use of such tool by companies in Brazil, because, as noted, there is a growing interest of organizations on the subject, however, the subject is rarely discussed academically.…”

Section: Theoretical Grounds: Operational Definitions the Strategy Fmentioning

confidence: 99%

“…(Rocha et al, 2013, p. 278). In their study, Rocha et al (2013) conclude that social networks are put forward as a great opportunity to improve the relationship with the consumer and with prospects of each company, as it facilitates a faster approach, and allows understanding the customer better. Furthermore, there is still much room for building strategies related to relationship marketing.…”

Section: Theoretical Grounds: Operational Definitions the Strategy Fmentioning

confidence: 99%

“…In the second tier of factors (Factor 2) for the two sampled companies (inserted and not inserted in the low-income market), the use of on-line social networks surprisingly emerges as an important variable, with strong commonality among variables. Rocha et al (2013), in their studies, pointed to the increasing use of this tool by companies, especially as a new channel to access their products. The result of this research corroborates with these assertions and increases the concern for new research studies on the subject in Brazil, as the academic environment is still indifferent to it.…”

Section: Journal Of Management Researchmentioning

confidence: 99%

See 2 more Smart Citations

The Efficiency and Strategy of Companies Operating in the Popular Market: A Study on the Furniture Industry in Brazil

Passos

Spers

Wright

2015

jmr

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<p>This study aims at confirming if during the years 2001 and 2012 companies of the furniture industry, which invested in the popular goods market, had greater financial efficiency and what were the main strategies used by these companies to achieve this efficiency. The study also sets out to investigate whether there is a relationship between the basic interest rate of the economy, inflation and the efficiency noted in this period. The results showed that firms that chose the popular market had greater financial efficiency and the interests show a reverse causality toward more efficient companies that have served this market.</p>

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Section: Theoretical Grounds: Operational Definitions the Strategy Fmentioning

confidence: 99%

Section: Theoretical Grounds: Operational Definitions the Strategy Fmentioning

confidence: 99%

Section: Journal Of Management Researchmentioning

confidence: 99%

See 1 more Smart Citation

The Efficiency and Strategy of Companies Operating in the Popular Market: A Study on the Furniture Industry in Brazil

Passos

Spers

Wright

2015

jmr

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“…In fact, when a company has a page on social media, it can choose its target audience so that its ads and content are sent directly to them [38]. Thus, Facebook, for example, enables the company to segment the universe to which its recruiting calls will focus [39] delimitating the target audience's user profile by age, education, location, among others, to advertise their internship positions. Therefore, those elements can highly contribute to HR professionals when designing strategies on social media to recruit undergraduate students for internship positions.…”

Section: Recruiting Undergraduate Students Onlinementioning

confidence: 99%

<em>Diversions</em>: Obstacles for Undergraduate Students when Applying for Internship Positions Online

Halpern¹,

Halpern²

2018

OJBM

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The objective of this research was to investigate how the decision of Brazilian university students to enroll (or not) in internships' selection processes would be affected by the form and content of the ads published in social media. Thus, a qualitative research was carried out through a multiple-case study. Data were collected in semi-structured interviews via Skype, as well as direct observations of eight individuals. The category Diversions presented the most relevant results shedding light as to how the interviewees' focus was shifted while searching for internship positions during their interviews. The title refers to how distractions make students stray from their intended search for internship positions. Instead, social media exerts a sort of magnetism that is more powerful than recruiting posts and ads, attracting their attention away from internship openings search, making them secondary. In conclusion, diversions were found to become obstacles for undergraduate students when applying for internship positions online.

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“…As redes sociais são importantes fontes de acesso para a tomada de decisão dos consumidores com dificuldades de acesso a informação e, também, para pequenas empresas com dificuldades de escala, o que significa que muitos agentes na BOP apresentam os papéis de empresários e consumidores ao mesmo tempo, influenciando-se mutuamente nas soluções de suas demandas (Banerjee & Duflo, 2007;Beninger & Robson, 2015 Apesar de pouco discutido academicamente, as redes sociais, no Brasil, são alvo cada vez maior de ações de marketing de relacionamento pelas empresas (Rocha, Jansen, Lofti, & Fraga, 2013). "As empresas estão usando as Redes Sociais para oferecer conteúdo e prestação de serviços, contribuindo para a construção do relacionamento com os clientes."…”

Section: Dimensões Estratégicas Na Bopunclassified

A estratégia das empresas que atuam na base da pirâmide estendida - BOP-E: um estudo da eficiência financeira

Passos¹

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To operate in the Bottom of the Pyramid (BOP) markets, customized strategies are required given the specificities of the target consumer, where not only the income restriction is configured, but also the access to the product and related specifications needs to its use and location. Thus, organizations need to work with products of low prices and credit due to consumer income restriction necessarily working efficiently, lower production costs, higher production volumes and investments in distribution channels. The main publications did not reach an agreement on whether the performance in the BOP is productive or illusory, considering the various case studies and the several specific studies of strategies for BOP. Recent studies on efficiency indicated that there is no difference between them in the market, however, important authors see it, even if with great bias. Even the characterization of BOP in Brazil was placed under discussion. This research used a quantitative and qualitative approach in the analysis of the data made through electronic survey and questionnaire, which were worked through a multicriteria methodology and using as conceptual basis the Theory of Strategic Groups. Thus, the study shows that differences exist between the financial efficiencies of industries that operate or not in the BOP and presents a model of strategic dimensions that are more associated with high financial efficiency of Strategic Groups (SGs) of the furniture industry, of the clothing industry, of the food industry, of the beverage industry and of the hygiene that offer products for the extended BOP, renamed in this way by including class C in the study, unlike the initial concept of BOP. Adjacent to this main objective, this thesis evaluated the correlation of efficiencies with the main economic variables and identified which strategic dimensions are associated with the BOP-e, Non-BOP and Mixed markets of the SGs. The expectation is that the research may be one of the few significant studies that interrelate strategy and financial efficiency in the country, therefore, it seeks to advance in the theoretical field of strategies related to the BOP, as well as to present empirical data on Strategic Groups and BOP , contributing managerially with the exposure of the strategic dimensions and financial structure of the GEs that present better financial efficiency within the BOP-e, in order to be considered by the executives in their decision-making.

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An Exploratory Study on the use of Social Networks in Building Customer Relationships<br>DOI: 10.7819/rbgn.v15i47.953

Cited by 7 publications

References 4 publications

The Efficiency and Strategy of Companies Operating in the Popular Market: A Study on the Furniture Industry in Brazil

The Efficiency and Strategy of Companies Operating in the Popular Market: A Study on the Furniture Industry in Brazil

<em>Diversions</em>: Obstacles for Undergraduate Students when Applying for Internship Positions Online

A estratégia das empresas que atuam na base da pirâmide estendida - BOP-E: um estudo da eficiência financeira

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An Exploratory Study on the use of Social Networks in Building Customer Relationships<br>DOI: 10.7819/rbgn.v15i47.953

Cited by 7 publications

References 4 publications

The Efficiency and Strategy of Companies Operating in the Popular Market: A Study on the Furniture Industry in Brazil

The Efficiency and Strategy of Companies Operating in the Popular Market: A Study on the Furniture Industry in Brazil

&lt;em&gt;Diversions&lt;/em&gt;: Obstacles for Undergraduate Students when Applying for Internship Positions Online

A estratégia das empresas que atuam na base da pirâmide estendida - BOP-E: um estudo da eficiência financeira

Contact Info

Product

Resources

About

<em>Diversions</em>: Obstacles for Undergraduate Students when Applying for Internship Positions Online