Marketing digital: cocriação de valor cliente-cliente em redes sociais durante o período de pandemia Covid19

Abstract

Understanding consumer behavior has become one of the main activities of marketers and companies. When studying a large group of consumers, expectations of possible actions and strategies are projected according to the profile of certain groups, in this case, people who use social networks. Thus, this research aimed to understand the behavior of the client-client (C2C) in the co-creation process on social networks in Brazil during the pandemic of COVID-19. That said, the survey was characterized as descriptive quantitative, through the Survey method, through the application of online questionnaires to a sample of 469 respondents, using the Google forms®. For data analysis, the SSPS software was used, with exploratory and average factor analysis of each construct that make up the study. Thus, the main theoretical contributions of this study were to investigate under what conditions the client has client-to-client involvement, in co-creating value in channels within social networks. It is inferred that customers co-create through existing experiences and interactions in various contexts and, based on this, through new empirical research we seek to identify the behaviors of co-creative customers within social networks. The main results observed were in the dimensions of defense, personal interaction and the search for information. Practices are stronger in research in having better than bad attitudes on social media, being polite to other users on social media, and checking what friends are sharing on social media. It was discovered with the data that the use of social networks is more and more frequent, as well as co-creation actions within social networks. Research contribution was to observe the conditions that the client had client-client involvement in co-creative behavior within social networks, which is currently part of the daily lives of more than 140 million Brazilians.