Revista Reuna
FACEBOOK E WHATSAPP: UMA ANÁLISE DAS PREFERENCIAS DE USO
Resumo
Este artigo analisa a multifuncionalidade tecnológica que favorece a mobilidade e o crescimento das redes sociais virtuais nos smartphones. O objetivo foi verificar de que forma esta convergência tecnológica móvel está afetando o comportamento do consumidor das redes sociais Facebook e WhatsApp. O método usado foi a netnografia de observação passiva, realizado com discussões dos conteúdos extraídos dos sites Techmundo e AndroidPit sobre preferência de uso das redes, usabilidade móvel e percepção de valores de consumo. Os resultados evidenciam quatro percepções de usabilidade dessas redes virtuais, ligadas à convergência tecnologia e aos valores hedônicos e utilitários, a experiência anterior com uso de outras redes e a privacidade virtual, indicando que a rede WhatsApp é mais restrita e apresenta uma comunicação mais íntima do que a rede Facebook e, mesmo que a rede não permita em sua regulamentação anúncios e propagandas, para o marketing isso significa uma nova ferramenta de fidelização e aproximação com os consumidores, pois as empresas podem criar grupos nessa rede, com seus consumidores mais engajados, seguidores de seus produtos e marcas, e com a sua autorização prévia divulgar fotos e promoções, atualizações, inovações, reclamações, melhorias nos serviços, e assim fortalecer as interações com o usuário para satisfazer suas necessidades.
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