As redes sociais virtuais no conceito de marketing de relacionamento em organizações culturais sem fins lucrativos

• Ano de defesa: 2018
• Autor(a) principal: Farah, Mário Luís
• Orientador(a): Gatti, Daniel Couto
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Tecnologias da Inteligência e Design Digital
• Departamento: Faculdade de Ciências Exatas e Tecnologia
• País: Brasil
• Palavras-chave em Inglês: Organizações sem fins lucrativos; Marketing de relacionamento; Redes sociais; Non-profit organizations; Relationship marketing; Social networks
• Área do conhecimento CNPq: CNPQ::ENGENHARIAS
• Link de acesso: https://tede2.pucsp.br/handle/handle/21160

This project has the objective of discussing the use of virtual social networks as a communication tool regarding the concept of Marketing of Relationship for non-profit cultural organizations present in Brazil. In order to develop a clearer and broader contextualization, the study characterizes and quantifies such entities and approaches both economic and social changes caused by the implementation of the TIC’s (Technology of the Information and Communication), emphasizing the relationship between such organizations and the people, especially its supporters and enthusiasts, as well as analyzes the collaboration practices between the diverse parts involved along the process. The theoretical revision covers the concept of Marketing of Relationship applied in service corporations, whose focus is on nonprofit organizations, aiming to dictate the interaction with their stakeholders. In order to illustrate the proposed problem, two case studies were performed in organizations which are protagonists of cultural actions and users of social networks, focusing on their process of relationship with their miscellaneous public