Os efeitos mercadológicos produzidos pela atuação das empresas nas plataformas da Web 2.0: um estudo de caso na PETVET.

Abstract

People's behavior on digital platforms is increasingly faithful to their behavior in real life. This is because the generations known as "digital" are in a revolutionary context, replete with new technologies, which promotes quite different behaviors compared to previous generations. The quantity and credibility of Internet information sharing has grown and gained momentum in the marketplace, which naturally enables new ways of interacting with consumers. Web 2.0 is a key element for the rapid flow of information on the Internet, providing a new way for businesses to behave in this scenario. In a dynamic market, dealing with this information correctly, increasing the visibility of the company in the virtual environment and extending the interaction with the consumer can provide positive marketing effects. Given this scenario, the pet (pet) segment in Brazil has not shown to be shaken by the national crisis and in an antagonistic way has reached remarkable numbers. The paper intends to understand how the Web 2.0 tools with market effects are used in a company of the pet segment in Salvador. For this, an exploratory and qualitative research was done through a simple case study in PETVET. Data were collected through semi-structured interviews, direct non-participant observation and documentary analysis. The study presents the concept of Web 2.0 and the ways in which its tools work, as well as the understanding of the behavior of the "digital generation" in these platforms and the marketing activities of the companies in the digital context. Despite limitations in the variety of digital tools and the lack of company profile data on Facebook, it was possible to see how improved use of Web 2.0 tools can generate relevant marketing effects for a small business. In spite of the results achieved in this work, it is recommended for future research to work with larger companies that present greater investments in the area of digital marketing.