Marketing de relacionamento nas redes sociais

Abstract

In the fierce competition, relationship marketing has emerged as a vital strategy to gain an advantage over other competitors. To seek better performance, companies need to strengthen their relationship with consumers through the adoption of relationship marketing strategies. It aims to establish a lasting relationship between the customer and the company based on trust, collaboration, commitment, partnership, investment and mutual benefit, in order to bring return to the company and its customers. In relationship marketing, knowing the customer is the right determinant of any business. This knowledge can enhance actions that contribute to customer loyalty. For this, a qualitative research was developed, carrying out a bibliographical survey of articles related to the theme. The general objective of this study is to show how social networks can be a cheap and effective means of marketing, defining the main reasons that make the customer have an interaction via social media with the company; the power that social networks have in business marketing; as well as the reasons that make the customer not want to interact; to verify how the companies' social engagement can influence the customers' consumption sentiment, as well as their loyalty towards that company