Marketing digital e redes sociais web : um estudo de caso na formação de mulheres empreendedoras da economia solidária no estado Piauí

Abstract

The solidarity economy enterprises (SEE) are characterized by a commercialization in direct contact with the consumer in several areas, including solidarity economy fairs. These SEE, mostly, do not use e-commerce in the distribution of its products and, consequently, do not use the internet as marketing for the commercialization and disclosure, by means of corporate sites, mailing list and web social networks. This research aims to investigate, by means of a digital marketing course and web social networks, the perception of women of the EES from State of Piauí regarding the use of social networks as tools potentiating for the dissemination and commercialization of its products. Specifically: perform a survey of solidary economic enterprises of the state of Piauí; identify the socioeconomic-cultural and technological profile of women from SEE participants of the course "Digital Marketing and Web Social Networks for SEE "; check the entrepreneurial characteristics of the participating students of that course; analyze the perceptions of women from SEE trained , regarding the use of web social networks as tools of dissemination and marketing of products of their enterprises. For the development of this research, was launched hand a qualitative approach. This approach is appropriate for the understanding of a phenomenon of social nature and interpretive character. It was used the case study as a research method. The used data collection techniques were: documental and bibliographical research, questionnaire (applied to 40 women), direct observation and interview. The survey data show that, after the course, 83% of qualified women started to use some or all social networks, with the target audience of your endeavors. It is important to note that the most used social networks were Facebook and Whatsapp and 96.8% of women responded that they believe in the potential of web social networks as a means of dissemination of products. Faced with this reality, it is pertinent to stress that the entrepreneurs of SEE start to invest in web social networks, as these interactive tools enable increased sales; a closer relationship with the consumers of the products and / or services of their enterprises; and to reduce marketing costs; that way, if properly used and with appropriate content, the web social networks can improve the agility of SEE processes. In the absence of conclusion, and taking into account the purpose of the training course offered to women- entrepreneurs, it is concluded that the web social networks, in fact, contribute to the dissemination and marketing of products and / or services of EES from Piauí providing not only to generate income but emancipation, especially of those women-entrepreneurs in the perspective of local and regional socio-economic development.