O comércio eletrônico brasileiro nas redes sociais virtuais

Abstract

E-commerce stores have been utilizing virtual social networks as a tool to conquer their clients through a relationship less professional and more interactive. The possibility of larger reach also contributes for these virtual companies to enter virtual social networks as a manner to develop the digital marketing. Therefore, this study’s purpose was to describe how five e- commerce stores with the best reputation on attendance according to Reclame Aqui (2014) interact on the virtual social network Facebook. To do so, an observational descriptive research with quantitative data took place at the Facebook pages of Submarino, Americanas, Shoptime, Netshoes and Bebê Store. Data analysis was held with the assistance of softwares Mycrosoft Excel and SPSS 21 st version. As results, it was testified that all stores use with higher incidence images and links, and publish posts regarding to their products and promotions. It was also evident that the stores prefer to publish on Facebook on Thursdays and Fridays during the hours between 10:00 and 12:00 am. Through this study it was also possible to verify which publications were responsible for users engagement. Video, text and links induce users to comment and share publications as videos and links get more engagement through likes. As for the published content, products, promotions and issues unrelated to business influence engagement through likes, as the comments are related only to promotions and the store’s products, finally, sharing is connected to informative content and non-business related content.