MARKETING DIGITAL: ATRIBUTOS DA QUALIDADE UTILIZANDO MODELO DE KANO

Abstract

ABSTRACT

This work addresses the central problem of identifying the attributes most valued by consumers on social media. Faced with this challenge, the objective of the study is to analyze the influence of social media on the purchasing decision process, highlighting criteria considered mandatory, attractive and with satisfactory performance. Next, specific digital marketing strategies are discussed, emphasizing measurability, specificity and interactivity as key elements. The Kano Model, developed by Noriaki Kano, is presented as a two-dimensional tool for evaluating consumer satisfaction, with an emphasis on mandatory, one-dimensional, attractive, neutral and reverse attributes. The study methodology involved a bibliographical approach and a qualitative analysis, culminating in the identification and classification of attributes related to digital marketing. The results highlight the importance of exceeding customer expectations, especially in areas considered mandatory, such as relevant content, special offers, reviews, ease of navigation and digital influencers. The conclusion highlights the applicability of the Kano Model in understanding customer expectations, providing valuable insights for effective digital marketing strategies.