Uso do Marketing Digital: Uma Análise de Empresas de um Parque Tecnológico

Victorino, Karoline; Sordi, Jefferson Dobner; Gonçalves, Manuela Albornoz; Rauber, Luis Henrique; Jahn, N

doi:10.14211/regepe.v9i4.1748

Cited by 3 publications

(3 citation statements)

References 25 publications

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“…In this sense, there is an emerging need to develop the skills and main qualities necessary in the company's professionals to work with digital marketing, promoting extensive knowledge in strategic planning for an effective digital marketing plan. Alternatively, there is also the possibility of external assistance when appropriate (Victorino et al, 2020). Interacting with followers is challenging due to their diverse engagement methods with brands.…”

Section: Discussionmentioning

confidence: 99%

Item response theory-based validation of a quality of digital marketing actions on Instagram business accounts measurement instrument

Souza,

Silva

2024

Preprint

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Digital environments have become critical channels for information transmission, enabling companies to expand their presence across various market segments and enhance their product and service offerings. The increasing prominence of social media platforms has made it necessary for companies to invest significantly in digital marketing techniques. In light of this, this article aims to develop a scale for measuring the quality of digital marketing actions on Instagram business accounts. Methodologically, we employed Full-Information Item Factor Analysis in conjunction with the Graded Response Model from Item Response Theory (IRT) to evaluate the measurement instrument items. A set of 22 items was created based on technical characteristics such as interactivity, usability, and information presentation, drawing from existing literature. Subsequently, this instrument was applied to a sample of 313 Instagram business accounts. From this analysis, a final set of 13 items exhibited good psychometric properties and formed the ultimate measurement tool. The generated scale comprises six levels, ranging from very inappropriate to very appropriate, and effectively classifies the quality of digital marketing actions on Instagram business accounts. Interestingly, our findings indicate that a significant portion of the evaluated accounts are still in the early stages of digital marketing maturity, with lower adequacy levels. Many of the examined Instagram accounts have the potential to enhance their strategies for more impact.

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Section: Discussionmentioning

confidence: 99%

Item response theory-based validation of a quality of digital marketing actions on Instagram business accounts measurement instrument

Souza,

Silva

2024

Preprint

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“…The creation of models / frameworks is common in entrepreneurship and small business research (Victorino et al, 2020;Santos & Teixeira, 2021;Lopes et al, 2021). Then, the data collected were inserted into Excel spreadsheets and analyzed REGEPE Entrep.…”

Section: Sample Profilementioning

confidence: 99%

The moderating effect of financial performance exerts on the interaction of absorptive capacity and organizational performance

Soares

Santa

Vaz

et al. 2023

REGEPE Entrep. and Small Bus. J.

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Objective of the study: In this paper, we will analyze the moderating effect of financial performance exerts on the interaction of absorptive capacity and organizational performance. Methodology / approach: A conceptual model was developed to assess the relationship between absorptive capacity, financial performance, and organizational performance in small and medium-sized Brazilian companies. To capture the multidimensional nature of absorptive capacity, this study uses structural equation modelling and measures the meditating effects of financial performance. Main results: The main finding is the moderating effect. The effect of absorptive capacity on organizational performance has a moderating effect of financial performance. Theoretical / methodological contributions: Small businesses ought to recognize and take advantage of the practical benefits of absorptive capacity. However, entrepreneurs should find motivation to develop more formalized absorptive capacities to raise the organizational performance. The results can help companies identify ways to better appropriate external information and knowledge to improve absorptive capacity. Relevance / originality: The research contributes to the proposition and empirical test of a predictive model of organizational performance in small and medium-sized enterprises, which can predict organizational performance in Brazilian´s SMEs. This study represents one of the first attempts to investigate the relationships between absorptive capacity, organizational performance, and financial performance. Social / management contributions: The results can help companies identify ways to better appropriate external information and knowledge to improve absorptive capacity.

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“…O Web Analytics, tem a função de medir com perfeição esses resultados de marketing digital, a aplicação desta ferramenta é resultante de um diferencial competitivo, onde pode-se verificar o número de acessos de um site, o horário dos acessos, as páginas mais acessadas e também o tempo de permanência dos visitantes (VICTORINO et al, 2020). Segundo Bastos Júnior (2016), a primeira fase tem como foco o problema, o objetivo é identificar o problema de maior relevância, para isso é necessário um acompanhamento de seu processo, mensurar perdas, históricos de ocorrências e gravidade entre outros, isso dará a direção para chegar ao foco.…”

Section: Marketing Digitalunclassified

Aplicação das ferramentas do marketing digital em pequenos negócios: uma análise por meio da ferramenta MASP / Applying digital marketing tools in small businesses: an analysis using the MASP tool

Campos¹,

Daher²,

Pereira³

et al. 2021

BJDV

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RESUMOCom o aumento da tecnologia e a utilização cada vez mais constate das redes sociais por parte da sociedade, a utilização destas plataformas para os negócios se torna um caminho cada vez mais atrativo. Diante disso, este trabalho tem como objetivo, aplicar conceitos de marketing digital em um empreendimento que apresenta baixa visibilidade perante ao público-alvo. Para isso, a metodologia utilizada foi método MASP, que através de suas etapas consegue demonstrar os pontos vulneráveis da empresa, e quais seriam as melhores estratégias para melhorar os resultados utilizando marketing digital. Ao passar o período de aplicação do método, os resultados demonstram um aumento significativo da visibilidade do perfil da loja no Instagram, e consecutivamente um aumento do lucro

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Uso do Marketing Digital: Uma Análise de Empresas de um Parque Tecnológico

Cited by 3 publications

References 25 publications

Item response theory-based validation of a quality of digital marketing actions on Instagram business accounts measurement instrument

Item response theory-based validation of a quality of digital marketing actions on Instagram business accounts measurement instrument

The moderating effect of financial performance exerts on the interaction of absorptive capacity and organizational performance

Aplicação das ferramentas do marketing digital em pequenos negócios: uma análise por meio da ferramenta MASP / Applying digital marketing tools in small businesses: an analysis using the MASP tool

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