Marketing digital: uma análise do relacionamento da Freixenet no facebook

Abstract

This study aims to investigate how companies develop their relationship marketing strategies in social networks. From the illustration of the concepts of digital marketing, cyberculture and social networking sites, this study aims to analyze how these concepts are interconnected in advertising practiced by companies in these new media. To this end, this research used as an object of study publications, conducted in May 2015 by Freixenet, the Spanish producer of sparkling wines, on their Facebook page. In order to investigate whether the texts published by the mark on his page on the social network really aimed at developing relationship with its consumers, this work performs a content analysis of the posts. From proposed by Laurence Bardin to perform content analysis, this paper seeks to know what the implicit logic in the argument of the texts that the company publish on their social networks. Keywords: Marketing; digital marketing; cyberculture; content analysis.