User-health interactions mediated by a digital social network: an analysis using grounded theory

Introduction: Digital Social Networks (DSN) has changed the way people and organizations interact. The actions performed in the virtual environment leave behind data related to the actions performed, enabling behavior analysis, which can help taking decisions. In this scenario, the present work aims to analyze the posts on an RSD page of a health operator to identify which contents have more engagement and how users interact with each post. Method: The research approach is exploratory qualitative-quantitative. Data were collected using Netvizz and Facebook Insights tools. The Grounded Theory methodology was used to analyze the comments on these posts. Results: The results underscore the importance of data analysis for digital marketing, both in content marketing, to identify which content is most relevant and, in relationship marketing, to verify how users are interacting with the brand. Conclusions: The health service provider shows its concern for its public in order to build a relationship of trust with customers.