Banca de QUALIFICAÇÃO: ALEXANDRE MAGNO DA SILVA FILHO

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : ALEXANDRE MAGNO DA SILVA FILHO
DATE: 21/12/2020
TIME: 11:00
LOCAL: VIDEOCONFERÊNCIA (https://meet.google.com/erp-hqug-auz)
TITLE:

STUDY OF THE REPERCUSSION OF THE OMNICHANNEL STRATEGY
IN A SUPERMARKET COMPANY IN NATAL / RN

KEY WORDS:

Omnichannel; Marketing 4.0; User Generated Content

PAGES: 42
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

Currently, the consumer purchase decision process goes through a multiplicity
of channels. The customer migrates from one to the other without barriers and
waits in the same way that companies enable a continuous and uninterrupted
journey of purchase. Therefore, it is no longer necessary to just be present in
several channels simultaneously, it is necessary to think about a uniform
experience with integrated actions, developing a strategy called Omnichannel.
The academic researches that deal with this strategy focus on the implantation
and the organizational vision of its effects, however, ignore two important
points, the way consumers perceive the strategy and the growing use of social
media in the buy journey (Gasparin, 2020.) From this lack, it is clear that there
is a gap to be filled by studies that analyze the customer's view expressed
through social media. Thus, this research will seek to analyze the repercussion
of the omnichannel strategy of a supermarket chain in Natal / RN through the
User Generated Content of the company's instagram. The research develops
an analysis of mixed methodology, with data collection from two different
sources. The primary data collected through semi-structured interviews with the
professionals responsible for the implementation and the secondary data,
originating from Instagram, will be collected for categorical analysis and
sentiment analysis. At the end of this work, it is expected to find data that are
useful to direct organizational investments in omnichannel strategies and
contribute to the advancement of academic research on this topic, reinforcing
studies focused on the consumerer's view of this transformation process.

BANKING MEMBERS:
Externo à Instituição - GABRIEL RODRIGO GOMES PESSANHA
Presidente - 1372521 - MARIA VALERIA PEREIRA DE ARAUJO
Externa à Instituição - RENATA FRANCISCO BALDANZA