| dc.description.abstract | The objective of this study is to identify, in the perception of the user of the social network Facebook, which digital marketing strategy enchants them, that is, that draws and catches the attention of the consumer, keeping it faithful to the brand. To reach the proposed goal, the methodology used was quantitative, where one hundred and twelve Facebook users answered thirteen multiple choice questions made available through an online questionnaire and the results were analyzed based on bibliographic research. The result of such a study showed that more than half of the users are attracted by the relaxation, promotion and interaction with the brands. It was concluded that effective strategies in enchantment are those that mix interaction with communication, that is, they awaken visual attraction with a dose of humor when possible and at the same time maintains closeness with the consumer, creating a greater bond than the concept of client versus company, a bond of friendship. | en |
