Marketing in The Digital Age

A Study on The Network Use Social Facebook for Small Entrepreneurs

Abstract

From the evolution of the Internet, social networks have taken over the lives of users and also day to day business. The increasing changes caused in the digital world have forced small entrepreneurs to be placed in the context of new technologies, basic premise for those who wish to establish closer relationships with customers. Thus, digital marketing strategies become essential for a good spread of products and services on the Internet. Facing this scenario, the research has the general objective “Check how small entrepreneurs use social network Facebook as a business tool to optimize the sale of your products / services in the city of Santana do Livramento / RS”. For this the following specific objectives have been: a) analyze the reasons for the choice by the social network Facebook as a business tool; b) assess whether the small entrepreneurs who use Facebook exploit the steps of the methodology 8Ps of digital marketing; c) identify the benefits obtained with the use of social network Facebook as a business tool; and finally, d) identify whether there are and what are the difficulties encountered with the use of social network Facebook as a business tool. Among the main authors that support the theory the study cites Kotler and Armstrong (2007), RECUERO (2009), Torres (2009), VAZ (2011) and Porto (2014). The study constitutes a descriptive study with a qualitative approach. The method used is the case study, with conducting semi-structured interviews with five young entrepreneurs from different areas, residents in the city of Santana do Livramento, RS who had no physical store, selling their products only through word of mouth and social networking Facebook. Among the findings the study showed that small entrepreneurs start their business using the social network Facebook instead of opening a commercial point, since their costs are almost insignificant and a very large extent and also as a way to “test” the return of business. Some respondents use without prior knowledge of the methodology 8Ps digital marketing as performing strategies on Facebook. Through the results obtained, it can be said that both the general objective, the specific have been achieved. It is evident the important role of digital marketing to the success of small entrepreneurs. Know how to properly work the variables of the methodology 8Ps and use skillfully the tools available for the social network Facebook can ensure survival in the midst of a changing market.