The research discusses the use of fanpages as marketing tools in municipal public libraries of Rio Grande do Sul. It aims to examine the perceptions of librarians about the practice of digital marketing in social media. Identifies marketing applications on the fanpage and seeks to list the typologies and interactions of posts promoted by libraries. Methods: It adopts as a method the mixed research: quantitative and qualitative. It uses the questionnaire and documentary research with netnographic inspiration to understand how fanpages are used in the promotion and communication in the listed libraries. Results: Fanpages are mainly used to promote posts and to build a dialogue with users, which sets up relationship marketing. Institutional marketing practice was also identified, in the way the library presents itself to its users Conclusions: It concludes that libraries use social media fanpage as a marketing tool to maintain close and open contact with their users, diligently promoting reading and promoting events. It elucidates factors that cause problems in the implementation of this practice: such as response time and content production.@en
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It aims to examine the perceptions of librarians about the practice of digital marketing in social media. Identifies marketing applications on the fanpage and seeks to list the typologies and interactions of posts promoted by libraries. Methods: It adopts as a method the mixed research: quantitative and qualitative. It uses the questionnaire and documentary research with netnographic inspiration to understand how fanpages are used in the promotion and communication in the listed libraries. Results: Fanpages are mainly used to promote posts and to build a dialogue with users, which sets up relationship marketing. Institutional marketing practice was also identified, in the way the library presents itself to its users Conclusions: It concludes that libraries use social media fanpage as a marketing tool to maintain close and open contact with their users, diligently promoting reading and promoting events. It elucidates factors that cause problems in the implementation of this practice: such as response time and content production.] => 0 ) ) [pt] => Array ( [0] => Array ( [A pesquisa discorre sobre a utilização das fanpages como ferramentas de marketing nas bibliotecas públicas municipais do Rio Grande do Sul. Objetiva examinar as percepções dos bibliotecários sobre a prática do marketing digital nas mídias sociais. Identifica aplicações de marketing na fanpage e busca elencar as tipologias e interações das postagens promovidas pelas bibliotecas. Método: Adota como método a pesquisa mista: quantitativa e qualitativa. Utiliza o questionário e a pesquisa documental com inspiração netnográfica para entender como são utilizadas as fanpages na promoção e comunicação nas bibliotecas elencadas. Resultado: As fanpages são utilizadas principalmente na promoção de postagens e na construção de um diálogo com os usuários, que configura um marketing de relacionamento. Identificou-se também a prática de marketing institucional, na forma como a biblioteca se apresenta para os seus usuários. Conclusões: Conclui que as bibliotecas utilizam a mídia social fanpage como ferramenta de marketing para manter um contato próximo e aberto com seus usuários, promovendo com afinco a leitura e a promoção de eventos. Elucida fatores que causam problemas na implementação dessa prática: como tempo de resposta e produção do conteúdo.] => 0 ) ) ) [hasID] => Array ( [nn] => Array ( [0] => Array ( [oai:ojs.periodicos.ufba.br:article/47463] => 0 ) ) ) [hasRegisterId] => Array ( [pt] => Array ( [0] => Array ( [https://periodicos.ufba.br/index.php/revistaici/article/view/47463] => 0 ) [1] => Array ( [10.9771/rpa.v16i1.47463] => 0 ) ) ) [hasSource] => Array ( [pt] => Array ( [0] => Array ( [PontodeAcesso; v. 16 n. 1 (2022)] => 0 ) [1] => Array ( [1981-6766] => 0 ) ) ) [hasTitle] => Array ( [en] => Array ( [0] => Array ( [Digital marketing: fanpages as a promotion channel of municipal public libraries from rio grande do sul] => 0 ) ) [pt] => Array ( [0] => Array ( [Marketing digital: as fanpages como canal de promoção das bibliotecas públicas municipais do rio grande do sul] => 0 ) ) ) [hasUrl] => Array ( [pt] => Array ( [0] => Array ( [https://periodicos.ufba.br/index.php/revistaici/article/view/47463/26960] => 0 ) ) [nn] => Array ( [0] => Array ( [https://periodicos.ufba.br/index.php/revistaici/article/view/47463] => 0 ) [1] => Array ( [https://periodicos.ufba.br/index.php/revistaici/article/view/47463/26969] => 0 ) ) ) [prefLabel] => Array ( [pt] => Array ( [0] => Array ( [Oai:ojs.periodicos.ufba.br:article/47463#00055] => 0 ) ) ) [hasDOI] => Array ( [nn] => Array ( [0] => Array ( [10.9771/rpa.v16i1.47463] => 0 ) ) ) )
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