A percepção de microempreendedores acerca da importância do Instagram como ferramenta de marketing para a empresa : um estudo sobre barbearias de Aracaju-SE

Abstract

This work had the purpose to analyze the businessman’s perception about the importance of Instagram as a tool for the development of barber shops in AracajuSE. Furthermore, the goal is trying to identify the profile of barbershop's owners; how they manage their social medias; About their satisfaction with Instagram; Their financial investment on Instagram; and about any obstacles of utilization. The concepts that conducted the study were: entrepreneurship (process of creating something different and with value, dedicating the necessary time and effort, taking the corresponding financial, psychological and social risks and receiving the consequent rewards of personal economic satisfaction), marketing (social process through which individuals or groups of individuals manage to get what they need and what they want with the creation and free offer of products and services) and innovative barbers (are those who want to put the customer at the center of their business and offer different services while leaving them at will, making the barber shop a place of pleasure and leisure for them). It was a qualitative research, exploratory. Six micro-companies in the chosen branch were researched and the interviews were conducted using a semi-structured script. The data obtained were analyzed and the main results found were: (i) the motivation to open an innovative company was the opportunity; (ii) microentrepreneurs are satisfied and fulfilled with the new barbershop concept to serve customers; (iii) all surveyed micro companies use the social network Instagram; (iv) most micro companies make financial investments on Instagram; (v) the majority of microentrepreneurs are satisfied with the tool, and claim that it helped them to create a competitive advantage in the market, attract more users to the social network, enhance the brand and retain more customers.