O uso do Instagram como ferramenta de marketing digital pelas empresas do ramo têxtil da cidade de Jardim de Piranhas-RN

Abstract

Consumers are social beings and in the past, had their points of reference in the mass media, such as television, newspapers, radio, and others. However, the constant changes in society have ensured that social media have taken their place and become the predominant factor in purchasing decisions, mainly due to the power of information offered by the Internet. In this scenario, digital marketing seems to contribute to the marketing activities of companies, supported by social media, but especially by Instagram, which has become a commercial medium in which numerous micro and small companies have profiles to promote their brand/product/service directly to their target audience. This study has the main objective to investigate how companies in the textile sector in the city of Jardim de Piranhas- RN use digital marketing tools to offer their products on Instagram. Therefore, we seek to identify companies that use Instagram as a digital marketing tool, describe how Instagram contributes to the commercial management and sales strategies of companies, and determine the perception of the importance of Instagram in everyday business. The study assumes exploratory research, whose results are treated qualitatively. The data are collected through a questionnaire with 19 questions, being a non-probabilistic sample. The study can help respondents, companies, and self-employed people to learn more about Instagram as a commercial tool. In academia, it can stimulate and support academic projects that deal with digital marketing, entrepreneurship, and the use of Instagram by entrepreneurs.