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- Title
"SINTA-SE BELA E CONFORTÁVEL": USO ESTRATÉGICO DE MENSAGEM NAS MÍDIAS SOCIAIS POR FÁBRICAS DE LINGERIES.
- Authors
Lima Teixeira, Linnik Israel; Cavalcante de Oliveira Júnior, Marcos Antônio; do Nascimento Silva, Laise; Silva Barroso, Elane dos Santos
- Abstract
The present work investigated which marketing perspectives are adopted by lingerie companies in their social networks. The study analyzed the posts in the social networks of four companies (two in Ceará and two in Piauí) in the light of transactional and relational perspectives. The results showed that the companies studied have a similar message structure: product description, association with sentiment, and optimistic message. The transactional view (focus on the product or company) is preponderant over the relational perspective (user engagement). Ceará's companies were more concerned with engagement actions, while those from Piauí focused on positive messages. The research takes a pioneering look at companies in the industry (re)think and (re)formulate their digital strategy.
- Publication
Journal of Management Analysis / Revista Gestão em Análise, 2023, Vol 12, Issue 3, p30
- ISSN
1984-7297
- Publication type
Article
- DOI
10.12662/2359-618xregea.v12i3.p30-47.2023