A percepção de empresários acerca da importância do Instagram como ferramenta de fortalecimento da marca : um estudo sobre as empresas de vestuário do bairro 13 de Julho – Aracaju-SE

• Autor(a) principal: Vasconcelos, Arthur Delmondes Freitas
• Data de Publicação: 2019
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da UFS
• Texto Completo: http://ri.ufs.br/jspui/handle/riufs/11496
• topic: Administração; Ensino de adminstração; Marketing; Tecnologia; Instagram; Redes Sociais; Bairro 13 de Julho (Aracaju, SE); Aracaju (SE); Marketing; Technology; Instagram; Social Network; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS::MERCADOLOGIA

The purpose of this study was to analyze the ways of using Instagram for the brand strengthening and its results in clothing, shoes and accessories companies located in the district of July 13, in the city of Aracaju-SE. Secondarily, it was sought to verify the characteristics of these companies in relation to the size; the administration and use of the Instagram network in relation to who administers, to the periodicity of the posting, to the service feedback and others; the satisfaction of companies with the use of Instagram; to the financial investment that the companies surveyed perform in this tool; and to the main reason and obstacles in the use of Instagram by the researched companies. The structuring concepts that guided the study were: marketing (social process through which individuals or groups of individuals can obtain what they need and what they want with the creation and free offer of products and services), social networks (social structures composed of individuals or business organizations, interconnected by various interdependent relationships and to varying degrees) and Instagram (an application that has as basic idea to offer a place where users can take a photo, edit and share with their network of friends). It was characterized as a research of qualitative nature, of the exploratory type. Ten companies from the chosen branch were surveyed and the interviews were conducted through a structured script. The data obtained were analyzed and the main results were: (i) the large companies surveyed do not pay attention to the social network; (ii) companies that have invested more in disclosure in virtual platforms have obtained a better return; (iii) most of the companies surveyed do not make financial investments in the use of Instagram; and (iv) the main reason for using Instagram was to increase customer loyalty.