Uso das mídias sociais no relacionamento com o cliente do mercado imobiliário em Aracaju/SE

Abstract

The use of social networks for commercial purposes has become more and more constant nowadays. The instant and mobile access to the internet makes this an important tool when it comes to companies' marketing actions. The need to understand which methods and actions are adopted by companies, aroused the idea of this work. Given the above, this paper aims to analyze the use of relationship marketing, through social media, of a real estate company operating in the city of Aracaju/SE. For this purpose, the method of study of a single case, of a descriptive nature, was adopted, with a construction company that has been operating in the capital of Sergipe for some years and that already has projects ready and others under construction. Through a semi-structured interview with 20 questions asked with the trade marketing manager, observation of social media and participant observation of the researcher in loco in the company, it was possible to collect data, analyze them and reach the results proposed in the specific objectives. According to the pandemic scenario experienced since 2020, which caused the increase in the use of social media by individuals and organizations, and through the analyzes carried out and the results obtained, it was concluded that the use of social media is shown to increasingly essential as a marketing strategy for companies, in addition to making these platforms their main customer service channels.