Influência do orçamento nas estratégias de mídias sociais e na vantagem competitiva de franquias alimentícias

• Published in: Contabilidad y negocios Vol. 17; no. 33; pp. 77 - 93
• Main Authors: Marcondes Coelho, Amanda, Monteiro, Januário José, Lunkes, Rogério Joao, Bortoluzzi, Daiane Antonini
• Format: Journal Article
• Language: Portuguese
• Published: 2022
• Subjects: budget; competitive advantage; food franchises; franquias alimentícias; franquicias de comida; mídias sociais; orçamento; presupuesto; redes sociales; social media; vantagem competitiva; ventaja competitiva

The study aimed to analyze the influence of budget on social media strategies and on the competitive advantage of food franchises. For that, a survey was applied with 84 food franchise managers and the quantitative analysis was performed using structural equation modeling. The results indicated that...