Rede social como meio de interação entre loja e público-alvo: Um estudo de caso em uma loja de varejo de calçados

Abstract

This study aimed to analyse what evidence suggests that the use of social networks as a means of interacting with the target audience in a shoe retail store. In the data collection, questionnaire was applied through the Google Forms platform®, made available via WhatsApp® from customers of the networks of customers of professionals working in the store studied. A total of 180 valid funds were obtained, which comprised the sample studied. The evidence of the study suggests that the use of social networks to interact with customers is timely, since 71% of respondents claim to use social networks to make payments to the store and obtain other information; 80% claim to prefer to receive ads from the store through social networks to go to the store for this purpose; and, 85% access social networks in the afternoon, after work, or at night. What was concluded was that the environment of social networks is a potentiator for the target audience to interact with the store and become a loyal customer.