Women entrepreneurs and Marketing Strategies on Social Network: A study in the fashion segment of Agreste Pernambucano

Detalhes bibliográficos
Autor(a) principal: Borges, Paulo Cesar Rodrigues
Data de Publicação: 2023
Outros Autores: Silva, Ana Paula Pena da Costa
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Processus de Estudos de Gestão, Jurídicos e Financeiros (Online)
Texto Completo: https://periodicos.processus.com.br/index.php/egjf/article/view/851
Resumo: Female entrepreneurship is a practice that has been developing in the textile hub of the agreste of Pernambuco, especially when considering the fashion market and the use of marketing plans geared towards social media. Thus, this paper aims to analyze the profiles of women entrepreneurs, in the fashion segment, how they adopt marketing strategies and their roles as influencers. To this end, nine semi-structured interviews were carried out with female entrepreneurs from the textile hub of Pernambuco: Moda Center in Santa Cruz do Capibaribe, Parque das Feiras in Toritama, Shopping Hub in Caruaru. For this analysis, the script was divided into three analytical categories: entrepreneurial, bloggers and entrepreneurial digital influencers. The results corroborated with the academic literature of the area when verifying the influence of female entrepreneurship in the fashion market. Marketing strategies are more effective in financial return and more sensitive in the act of selling.
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spelling Women entrepreneurs and Marketing Strategies on Social Network: A study in the fashion segment of Agreste PernambucanoMulheres empreendedoras e Estratégias de Marketing nas Redes Sociais: Um estudo no segmento da moda do Agreste Pernambucano”Empreendedorismo feminine. Marketing. Polo têxtil.Female entrepreneurship. Marketing. Textile pole.Female entrepreneurship is a practice that has been developing in the textile hub of the agreste of Pernambuco, especially when considering the fashion market and the use of marketing plans geared towards social media. Thus, this paper aims to analyze the profiles of women entrepreneurs, in the fashion segment, how they adopt marketing strategies and their roles as influencers. To this end, nine semi-structured interviews were carried out with female entrepreneurs from the textile hub of Pernambuco: Moda Center in Santa Cruz do Capibaribe, Parque das Feiras in Toritama, Shopping Hub in Caruaru. For this analysis, the script was divided into three analytical categories: entrepreneurial, bloggers and entrepreneurial digital influencers. The results corroborated with the academic literature of the area when verifying the influence of female entrepreneurship in the fashion market. Marketing strategies are more effective in financial return and more sensitive in the act of selling.Esta é uma resenha do artigo intitulado “Silva, E. A. P., Costa, M. F., & Moura, M. R. F. (2020). Mulheres empreendedoras e estratégias de marketing nas redes sociais: Um estudo no segmento da moda do Agreste Pernambucano. Journal of Perspectives in Management – JPM, 4, p. 52-67.Centro Universitário Processus - UniProcessus2023-01-25info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.processus.com.br/index.php/egjf/article/view/851Revista Processus de Estudos de Gestão, Jurí­dicos e Financeiros; v. 14 n. 46 (2023): Revista Processus de Estudos de Gestão, jurídicos e Financeiros; 01-05Revista Processus de Estudos de Gestão, jurídicos e Financeiros; Vol. 14 No. 46 (2023): Revista Processus de Estudos de Gestão, jurídicos e Financeiros; 01-05Revista Processus de Estudos de Gestão, jurídicos e Financeiros; Vol. 14 Núm. 46 (2023): Revista Processus de Estudos de Gestão, jurídicos e Financeiros; 01-052178-20082237-2342reponame:Revista Processus de Estudos de Gestão, Jurídicos e Financeiros (Online)instname:Faculdade Processus (DF)instacron:PROCESSUSporhttps://periodicos.processus.com.br/index.php/egjf/article/view/851/877http://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessBorges, Paulo Cesar RodriguesSilva, Ana Paula Pena da Costa2023-01-26T01:03:09Zoai:ojs2.periodicos.processus.com.br:article/851Revistahttps://periodicos.processus.com.br/index.php/egjf/PRIhttps://periodicos.processus.com.br/index.php/egjf/oaijonas.goncalves@institutoprocessus.com.br2178-20082178-2008opendoar:2023-01-26T01:03:09Revista Processus de Estudos de Gestão, Jurídicos e Financeiros (Online) - Faculdade Processus (DF)false
dc.title.none.fl_str_mv Women entrepreneurs and Marketing Strategies on Social Network: A study in the fashion segment of Agreste Pernambucano
Mulheres empreendedoras e Estratégias de Marketing nas Redes Sociais: Um estudo no segmento da moda do Agreste Pernambucano”
title Women entrepreneurs and Marketing Strategies on Social Network: A study in the fashion segment of Agreste Pernambucano
spellingShingle Women entrepreneurs and Marketing Strategies on Social Network: A study in the fashion segment of Agreste Pernambucano
Borges, Paulo Cesar Rodrigues
Empreendedorismo feminine. Marketing. Polo têxtil.
Female entrepreneurship. Marketing. Textile pole.
title_short Women entrepreneurs and Marketing Strategies on Social Network: A study in the fashion segment of Agreste Pernambucano
title_full Women entrepreneurs and Marketing Strategies on Social Network: A study in the fashion segment of Agreste Pernambucano
title_fullStr Women entrepreneurs and Marketing Strategies on Social Network: A study in the fashion segment of Agreste Pernambucano
title_full_unstemmed Women entrepreneurs and Marketing Strategies on Social Network: A study in the fashion segment of Agreste Pernambucano
title_sort Women entrepreneurs and Marketing Strategies on Social Network: A study in the fashion segment of Agreste Pernambucano
author Borges, Paulo Cesar Rodrigues
author_facet Borges, Paulo Cesar Rodrigues
Silva, Ana Paula Pena da Costa
author_role author
author2 Silva, Ana Paula Pena da Costa
author2_role author
dc.contributor.author.fl_str_mv Borges, Paulo Cesar Rodrigues
Silva, Ana Paula Pena da Costa
dc.subject.por.fl_str_mv Empreendedorismo feminine. Marketing. Polo têxtil.
Female entrepreneurship. Marketing. Textile pole.
topic Empreendedorismo feminine. Marketing. Polo têxtil.
Female entrepreneurship. Marketing. Textile pole.
description Female entrepreneurship is a practice that has been developing in the textile hub of the agreste of Pernambuco, especially when considering the fashion market and the use of marketing plans geared towards social media. Thus, this paper aims to analyze the profiles of women entrepreneurs, in the fashion segment, how they adopt marketing strategies and their roles as influencers. To this end, nine semi-structured interviews were carried out with female entrepreneurs from the textile hub of Pernambuco: Moda Center in Santa Cruz do Capibaribe, Parque das Feiras in Toritama, Shopping Hub in Caruaru. For this analysis, the script was divided into three analytical categories: entrepreneurial, bloggers and entrepreneurial digital influencers. The results corroborated with the academic literature of the area when verifying the influence of female entrepreneurship in the fashion market. Marketing strategies are more effective in financial return and more sensitive in the act of selling.
publishDate 2023
dc.date.none.fl_str_mv 2023-01-25
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.processus.com.br/index.php/egjf/article/view/851
url https://periodicos.processus.com.br/index.php/egjf/article/view/851
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.processus.com.br/index.php/egjf/article/view/851/877
dc.rights.driver.fl_str_mv http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Centro Universitário Processus - UniProcessus
publisher.none.fl_str_mv Centro Universitário Processus - UniProcessus
dc.source.none.fl_str_mv Revista Processus de Estudos de Gestão, Jurí­dicos e Financeiros; v. 14 n. 46 (2023): Revista Processus de Estudos de Gestão, jurídicos e Financeiros; 01-05
Revista Processus de Estudos de Gestão, jurídicos e Financeiros; Vol. 14 No. 46 (2023): Revista Processus de Estudos de Gestão, jurídicos e Financeiros; 01-05
Revista Processus de Estudos de Gestão, jurídicos e Financeiros; Vol. 14 Núm. 46 (2023): Revista Processus de Estudos de Gestão, jurídicos e Financeiros; 01-05
2178-2008
2237-2342
reponame:Revista Processus de Estudos de Gestão, Jurídicos e Financeiros (Online)
instname:Faculdade Processus (DF)
instacron:PROCESSUS
instname_str Faculdade Processus (DF)
instacron_str PROCESSUS
institution PROCESSUS
reponame_str Revista Processus de Estudos de Gestão, Jurídicos e Financeiros (Online)
collection Revista Processus de Estudos de Gestão, Jurídicos e Financeiros (Online)
repository.name.fl_str_mv Revista Processus de Estudos de Gestão, Jurídicos e Financeiros (Online) - Faculdade Processus (DF)
repository.mail.fl_str_mv jonas.goncalves@institutoprocessus.com.br
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