A influência das redes sociais no processo de engajamento do consumidor por meio do marketing de relacionamento em São Luís-MA

Abstract

In the current scenario, Information Technology is integrated into the organizational environment and plays a strategic role in corporate planning, acting as support for decision-making. This work was developed through a bibliographic analysis of management systems, with an emphasis on the influence of social networks on organizations. The article conceptualizes the use, impacts, and advantages of these social networks in critical situations within the virtual scenario. These characteristics can originate both internally and externally to the company environment but begin to exert influence on the brand's identity. This article aims to understand the real impacts that the influence of social networks can have on a company, raising hypotheses of positive and negative results. The general objective of this work is to analyze these impacts and how they involve the consumer's daily life. The specific objectives are to demonstrate how relationship marketing tools are powerful and essential for managing the company's progress and customer loyalty.