USING TWITTER AS A MARKETING CHANNEL: AN ANALYSIS OF MAJOR ENTERPRISES BRAZILIAN E-COMMERCE

The rapid and increasing use of social networks as a marketing tool in e-commerce has approximately enterprise to customers and vice versa. Thus, this article analyzes the Twitter uses as a marketing tool by e-commerce companies, through a quantitative and qualitative research based on the collection and analysis of the tweets' content of companies for a period of sixty days. At the end of this collection, we conducted a statistical study on the results, which showed how giving up the behavior of social network usage for each major e-commerce companies in Brazil, in what refers to the use of this marketing tool.