“FEEL BEAUTIFUL AND COMFORTABLE”: STRATEGIC USE OF MESSAGE ON SOCIAL MEDIA BY LINGERIE FACTORIES
DOI:
https://doi.org/10.12662/2359-618xregea.v12i3.p30-47.2023Keywords:
transacional marketing, relational marketing, social médiaAbstract
The present work investigated which marketing perspectives are adopted by lingerie companies in their social networks. The study analyzed the posts in the social networks of four companies (two in Ceará and two in Piauí) in the light of transactional and relational perspectives. The results showed that the companies studied have a similar message structure: product description, association with sentiment, and optimistic message. The transactional view (focus on the product or company) is preponderant over the relational perspective (user engagement). Ceará’s companies were more concerned with engagement actions, while those from Piauí focused on positive messages. The research takes a pioneering look at companies in the industry (re)think and (re)formulate their digital strategy.
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