Interação de consumidores em rede social como sinalizador de possível déficit de valor em empresa de suplementos nutricionais
Keywords:
Suplementos alimentares, Entrega de valor, Marketing digital, Marketing de relacionamento, InstagramAbstract
Consumer interaction on social media as a signal of potential value deficit in a nutritional supplements company
The emergence of COVID-19 in January 2020 resulted in the declaration of a Global Public Health Emergency by the WHO, leading to a significant increase in the consumption of dietary supplements, especially those aimed at strengthening the immune system. In this scenario, Instagram emerged as a vital tool in delivering value for dietary supplement companies, facilitating direct and personalized interaction with consumers. This study investigated consumer interaction with a Brazilian company in the "foodtech" sector, referred to as "Company A," assessing potential deficits in value delivery. The research combined a literature review and participant observation on the company's Instagram profile. The results showed that most interactions were classified as "Interactions," followed by "Questions" and "Complaints," primarily related to delivery delays. This situation highlights the need for efficient supply chain management to avoid service failures, as suggested by the Dominant Services Theory and the Gap Analysis Model. The analysis also revealed specific areas for improvement, emphasizing the importance of personalized customer relationship management based on relationship marketing. Proactive management of online interactions, especially regarding complaints, proved to be a strategic priority, requiring a refined approach to digital marketing. To optimize the customer experience on Instagram, it is crucial to integrate customer service practices, content marketing, and experience marketing, ensuring a significant presence in the market.
Keywords:
Dietary supplements; Value delivery; Digital marketing; Relationship marketing; Instagram.
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