Estratégias de marketing digital, E-commerce e fidelização de clientes

Abstract

This work sought to identify the adhesion of customers to e-commerce, analyze the important elements in the customer loyalty process and evaluate aspects of digital marketing on social networks. After theoretical foundation, a questionnaire with 25 questions was applied to a sample of 51 respondents. In view of the collected data, a high adherence to e-commerce was identified, with price being one of the main elements that influence, the preference for physical stores is mainly due to the tangibility factor of the products and the direct contact with sellers. Social networks are mainly used for in-person interaction and there is a preference for informative content. Most do not consider themselves loyal to brands or companies and elements such as service, product quality and price are very important.