Concreto x abstrato
o impacto da tipologia de conteúdo visual no desempenho comercial
DOI:
https://doi.org/10.5585/remark.v23i2.22190Palavras-chave:
Instagram; Tipologia de publicação; Mídias sociais; Resultados comerciais; Pequenos negóciosResumo
Objetivo: Postar conteúdo nas redes sociais por empresas, principalmente as menores, é uma realidade, no entanto, os empreendedores ainda precisam descobrir retornos comerciais desse conteúdo. Nosso estudo teve como objetivo avaliar a predição da manipulação de conteúdo visual em postagens em redes sociais sobre os resultados comerciais de uma pequena empresa.
Metodologia: Nossa pesquisa foi conduzida por meio de um quase-experimento em um ambiente natural durante 144 dias em um perfil de mídia social empresarial que vende seus produtos em uma loja física e por meio de um aplicativo. Foram manipulados dois tipos de conteúdo de publicação: concreto e abstrato.
Contribuições teóricas/metodológicas: O conteúdo das postagens nas redes sociais afetou as vendas de forma diferente, dependendo se eram concretas ou abstratas. As postagens concretas aumentaram as vendas (na loja e via aplicativo) no mesmo dia, enquanto as postagens abstratas aumentaram as vendas no dia seguinte a postagem.
Relevância/Originalidade: Nosso estudo contribui para a discussão de como a tipologia das postagens podem influenciar o resultado comercial de uma empresa, indo além da avaliação de métricas das plataformas de mídias sociais para o fluxo de caixa da empresa.
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