AN EMPIRICAL AND BIBLIOGRAPHIC STUDY OF ENGAGEMENT ON SOCIAL NETWORKS
Palavras-chave:engagement, internet content, internet users, social sciences, user experience
ResumoThis article addresses how companies are shaping their businesses to meet the needs of surviving in an increasingly technological market, increasing their participation in this global computer network conglomerate, producing tangible and impactful content that, in the end and with this objective, engages the participation of these impacted users. Social networks are completely linked to computer science, as they were born from technological advances provided by the development of more robust software, in this way, the way society interacts and is modified by them, also becomes one of the social responsibilities of the area. Starting from a chronological narrative that presents the history of social networks in an informed way, it is possible to identify in the text the main networks used and the way that their users adhere to in their routine. There is a legitimate concern to bring the reader into a corporate context without disconnecting the institutions of ordinary people, making a comparison between the impacts of social networks on corporate strategies, as well as on their customers. The text addresses the socioeconomic issue that affects internet users, their demographic differences and the sense of community, as it brings to debate the influence that the content produced by these brands bring to the target audience. And as a central objective, the text also reports techniques used to generate greater engagement that both companies around the world have been looking for and investing in. We mainly discussed the concept of “engagement”. For it, we used the bibliographic review and the empirical study on the topic.
Al-Rabayah, W. and Khasawneh, R. and Abu-shamaa, R. (2016) “Strategic uses of social media for improved customer retention”, Business Science Reference, Lincoln.
Berger, J. (2013) “Contagious: why things catch on”, CBS Company, New York.
Descartes, R. (2011) “Discurso sobre o método”, Editora Vozes, Lisbon. 2 edition.
Duarte, F. and Quandt, C. and Souza, Q. (2008) “O tempo das redes”, Editora Perspectiva S/A, São Paulo. 1 edition.
Izard, C. E. (1991) “Emotions, personality, and psychotherapy. The psychology of emotions”, Plenum Press, New York.
Jeffery, M. (2010) “Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know”, John Wiley & Sons, New Jersey. 1 edition.
Junior, A. P. da S. and Pereira, F. A. and Correira-neto, J. da S. (2013) “Engajamento digital: um estudo com páginas de instituições de ensino superior no facebook”, Revista Brasileira de Administração Científica, p. 141-146.
Krug, S. (2014) “Não me faça pensar”, Editora Alta Books, Rio de Janeiro. 1 edition.
Ledford, J. (2009) “Google analytics”, Wiley, Hoboken. 3 edition.
Luttrell, R. (2014) “Social media: how to engage, share, and connect”, Rowman & Littlefield Publishers, Lanham. 1 edition.
Magalhães, P. L. (2010) “Influências da evolução tecnológica na comunicação humana: estudo das redes sociais”, http://www.scribd.com/doc/30916136/Influencias-da-evolucao-tecnologica-na-comunicacao-humana-estudo-das-redes-sociais, June.
Monteiro, D. (2018) “Comunicação 2.0 - Como o poder da web influencia decisões e desafia modelos de negócio”, Actual Editora, São Paulo.
Paraiso, G. J. B. (2011) “O e-commerce nas redes sociais: estudo sobre os desdobramentos do comércio eletrônico na atualidade”, Undergraduate thesis (Bachelor of Business Administration) – Faculdade de Ciências da Administração, Universidade de Pernambuco, Recife, Pernambuco.
Ramos, C. A. (2014) “Aristóteles e o sentido político da comunidade ante o liberalism”, Revista Kriterion, Belo Horizonte. p. 72.
Reis, A. V dos. (2010) “Testes de usabilidade: fundamentos e definições”, GAMPI Plural, Joinville. p. 2-6.
Rocha, M. (2020) “Marketing nas mídias sociais”, Saraiva Educação, São Paulo.
Statista. (2020) “Global digital population as of April 2020”, https://www.statista.com/statistics/617136/digital-population-worldwide/, June.
Ullmann, T. et al. (2012) “Social network analysis for technology-enhanced learning: Review and future directions”, International Journal of Technology Enhanced Learning. Genèva, p. 172-190. 4 edition.