Marketing digital e comércio eletrônico: um estudo de caso do site Bombachas Taura

Abstract

This study aims to analyze the creation of the site Bombachas Taura of the Univaz company as a marketing tool, relationship and e-commerce. For this, it was evaluated the results obtained from its creation from the perspective of the entrepreneur, retailers and customers. The paper proposes a qualitative, exploratory research through the case study, which is based on partially structured interviews and interpretative analysis of the data collected. From the collected data, the profile of site visitors will be outlined as well as the profile of virtual consumers and will be identified the main advantages obtained with the implementation of the site, and if they satisfy the expectations of the entrepreneur and other participants in the supply chain. With the analysis of the results, it was evidenced the importance of creating the virtual environment to expand the company's consumer market, in view of it offers information, communication and virtual sales directly to consumers.