Abstract

LUCAS JR., Durval  and  SOUZA, Cesar Alexandre de. Changes in Marketing in Organizations Resulting from the Use of Social Networking Sites: Brazilian Cases. RISTI [online]. 2016, n.18, pp.83-98. ISSN 1646-9895.  https://doi.org/10.17013/risti.18.83-98.

Social networking sites are one of the key emerging technologies in organizations, extending the original use for individuals. This research aims to understand implications of using social networking sites in marketing in Brazilian organizations in the trade and services sector, using the multiple case study in four organizations which are leaders in their market segments. Among the results, we observed that the use of social networking sites created incremental changes in the marketing communication activities, either with the restructuring of foundations such as media, content and dynamic response, either with the effective part of sharing these activities with the new area of social networks in organizations. Changes regarding the organizational structure weren’t observed, whereas in relation to the existing systems integration there is a movement still in development.

Keywords : Social Networking Sites; Marketing; Information Systems.

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