<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2184-7770</journal-id>
<journal-title><![CDATA[New Trends in Qualitative Research]]></journal-title>
<abbrev-journal-title><![CDATA[NTQR]]></abbrev-journal-title>
<issn>2184-7770</issn>
<publisher>
<publisher-name><![CDATA[Ludomedia]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2184-77702021000400002</article-id>
<article-id pub-id-type="doi">10.36367/ntqr.9.2021.1-10</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Desafios da Covid-19 nas empresas: Breve análise de desempenho do marketing digital]]></article-title>
<article-title xml:lang="en"><![CDATA[Covid-19 Challenges in Business: Brief Analysis of Digital Marketing Performance]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Neves]]></surname>
<given-names><![CDATA[Daniela]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Fernandes]]></surname>
<given-names><![CDATA[Silvia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Carvalho]]></surname>
<given-names><![CDATA[Fátima]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade do Algarve Faculdade de Economia ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidade do Algarve Faculdade de Economia &amp; Cinturs ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidade do Algarve Faculdade de Ciências Humanas e Sociais &amp; Cinturs ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Portugal</country>
</aff>
<pub-date pub-type="pub">
<day>30</day>
<month>06</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>30</day>
<month>06</month>
<year>2021</year>
</pub-date>
<volume>9</volume>
<fpage>1</fpage>
<lpage>10</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2184-77702021000400002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2184-77702021000400002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2184-77702021000400002&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo: O marketing surgiu para ampliar a relação entre o consumidor e a empresa. Mas para resistirem no contexto atual, as empresas devem aumentar as suas ações estratégicas de marketing digital. Isso requer especificidade, o que ressalta a importância das métricas e monitoramento, que consiste em avaliar os resultados obtidos dessas ações. Este estudo compara as respostas de importantes empresários da região (Algarve), no setor do marketing digital e TIC, a um questionário quanto ao seu desempenho em termos de media social. Da análise qualitativa feita (em Nvivo), sobre o conteúdo obtido, denota-se uma &#8216;maturidade&#8217; diferenciada em termos das suas perceções dos clientes pelas redes sociais. Alguns revelam um estádio menos maduro, i.e., em termos das métricas de media social usadas no sentido de melhorarem as suas estratégias no atual contexto de mercado. Nesse sentido, estes denotam uma maior preocupação com conteúdos e soluções económicas do que com conteúdos e alterações focadas em produtos chave. A escolha dos KPI certos, a integração de canais e o recurso a influencers são práticas a explorar mais.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: Marketing emerged to expand the relationship between the consumer and the company. But in order to resist in the current context, companies must increase their strategic actions of digital marketing. This requires specificity, which highlights the importance of metrics and monitoring, which consists of evaluating the results obtained from those actions. This study compares the responses of important entrepreneurs in the region (Algarve), in the sector of digital marketing and ICT, to a questionnaire regarding their performance in terms of social media. From the qualitative analysis carried out (in Nvivo), on the content obtained, there is a different &#8216;maturity&#8217; in terms of their perceptions of customers through social networks. Some reveal a less mature stage, i.e., in terms of social media metrics used to improve their strategies in the current market context. In this sense, these show a greater concern with content and economical solutions than with content and changes focused on key products. Choosing the right KPIs, integrating channels and using influencers are practices to further explore.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[Marketing Digital]]></kwd>
<kwd lng="pt"><![CDATA[Media Social]]></kwd>
<kwd lng="pt"><![CDATA[Métricas]]></kwd>
<kwd lng="pt"><![CDATA[Análise Qualitativa.]]></kwd>
<kwd lng="en"><![CDATA[Digital Marketing]]></kwd>
<kwd lng="en"><![CDATA[Social Media]]></kwd>
<kwd lng="en"><![CDATA[Metrics]]></kwd>
<kwd lng="en"><![CDATA[Qualitative Analysis.]]></kwd>
</kwd-group>
</article-meta>
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