O uso das mídias sociais como estratégias de vendas e marketing digital por empreendedoras sergipanas do setor de vestuário feminino

Abstract

The aim of this research is to identify the strategic sales and digital marketing actions used by entrepreneurs in the women's clothing segment in Sergipe, with a focus on using the social media Instagram and WhatsApp to boost sales. Instagram will be analyzed as the main tool, while WhatsApp will play a complementary role. The methodology adopted is qualitative and exploratory in nature. To collect data, online interviews were conducted with owners of women's clothing stores in the state of Sergipe. In all, 44 stores were selected to take part in the study, of which 10 collaborated effectively, answering questions about the strategies used on their social networks. This work also seeks to highlight the importance of social media as essential tools for commercial purposes, especially in the current scenario of female entrepreneurship. It can be seen that the use of these platforms not only facilitates the dissemination of products, but also enhances the reach and interaction with the target audience, becoming an increasingly consolidated trend in the market. We therefore hope to contribute to understanding the strategic role of social media in strengthening and growing small businesses run by women.