Análise das ações de marketing de conteúdo e do comportamento dos consumidores de uma rede de restaurantes fast-food em uma rede social

Abstract

This study proposes to analyze the content marketing actions of the McDonald's restaurant chain, and the behavior of its consumers, on Facebook. During the period from July 15 to 30, 2018, McDonald's Brazil, the marketing actions of content related to the subject of postage - motivation, humor, special date, promotion, news, and the presence of redirection links to another electronic address; as well as observed the behavior of the followers in relation to the tastings, shares and comments of the company's posts; and still observed the company's responses to consumer comments. Most of the company's posts were to present new products (43.75%), followed by motivational postings (37.5%). Almost all postings (87.5%) had redirection links to the official McDonald's Brazil site. In relation to consumer behavior, the average number of tanned (11,880/ post), comments (1,071/post), shares (416/post), and finally responses (33.1%/post) to the followers. The results show McDonald's marketing strategies to induce the consumer not only to consume the product but also to be a vehicle for the proliferation of advertising on the Internet and still reach different types of public. This study confirmed the online interaction between the public and the McDonald's company, demonstrating the marketing actions in the interactions and highlighting the reach dimension generated in the behavior of the followers.