O uso da rede social facebook para o marketing: o caso da Amicci Moda

Abstract

This study examined the use of Facebook in marketing strategy of a female fashion store in order constructs: relationship, marketing communications and brand. The object of study was the Facebook page of Amicci fashion brand, located in Belo Horizonte, Minas Gerais. We conducted a qualitative and exploratory study. Data collection took place from interviews with the owner of Amicci and seven users of Facebook who "like" the brand page and interact with it’s content. The weekly observation and subsequent analysis of the store page served as a counterpoint to the interviews. Among the features observed, we highlight the positive and proactive attitude of Amicci relationship with their consumers in the Facebook environment and the importance of social networking for advertising word-of-mouth Store. Additionally, the survey found that the image and brand positioning passed throughits Facebook page are consistent with their reality. This demonstrates that the goals of Amicci's Facebook communication strategy are achieved.