Abstract
The social network Facebook comprises a large web users worldwide, corresponding to approximately 1,4 billions of users. The Brazil is the second most visited site by Internet users and the preferred network among those who seek interaction, sociability and entertainment. In this context, the object of the study was to analyse the usability of Facebook among brazilians users in online environments, given that intense connection share content and range of information available on the organizations website. Two complementary qualitative methods were developed, with the first based on netnographic research and the second applying questionnaires via Facebook and email. Results show seven (7) categories of users that emphasize the different behaviors of use and treat the values that stimulate or repress the usability. In this context, these groups of users open approaches to the various possibilities of organizations to reach consumers generating insights for marketing.
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