Marketing na era digital : um estudo sobre a plataforma digital Instagram como ferramenta de negócios para universitários empreendedores

Abstract

The rise of the digital era, driven by technological advances and globalization, has transformed market competitiveness, allowing smaller companies to stand out against established giants. In this new scenario, consumers have become more active and interactive, demanding dynamic communication from brands. Digital marketing, although it does not replace traditional marketing, must coexist with it, using platforms such as Instagram for promotion and interaction with customers. This work investigates how university entrepreneurs from the UFS Social Center for Applied Sciences use Instagram to optimize their sales. The specific objectives include understanding the motivations for choosing the platform, describing the marketing strategies adopted and identifying the difficulties faced. The research takes place in a context of high unemployment in Brazil, where university entrepreneurship presents itself as a viable alternative, especially during the Covid-19 pandemic. The central issue addresses the use of Instagram as a strategic business tool. For the investigation, a scientific methodology was adopted, employing a single case study, with a descriptive and qualitative approach. The research was conducted with 15 entrepreneurs from the Federal University of Sergipe, who use Instagram as their main commercial tool. Data collection was carried out using structured questionnaires and analysis was carried out using Microsoft Excel software. A research protocol was established to ensure the reliability of the study, guiding data collection and analysis.