DIGITAL AND RELATIONSHIP MARKETING: INTERACTION AND ENGAGEMENT AS ANTECEDENTS OF FACEBOOK PAGES GROWTH

Changes triggered by Internet, that allows for close ties between customers and suppliers, has promoted increasing academic and corporate questioning and proposals regarding the use of social media as marketing tools. Thus, this study sought to investigate the impact of business actions on social networks based on interactions and engagement of users and its impacts on the popularity of a brand in the virtual environment. Taking as the unit of analysis Fiat (Brazil) fan page on Facebook, on a longitudinal perspective over a period of 53 weeks, it was concluded that the interactions of the official page's administrator and engagement of users promote the growth of popularity and brand engagement in the virtual environment. Thus, organizations need to understand how their actions on social medias are reverberating, evaluating factors such as type of message, day of week and post time.