Marketing digital e alavancagem de vendas : um estudo nas confecções de Itabaianinha, SE

Abstract

Technology in recent years has been constantly modifying the way of acting, thinking and behaving in society. It is believed that these transformations lead to changes in the market, as companies inserted in this modern environment feel the need to reinvent themselves in order to survive in the face of competition. With the evolutionary growth of the internet and new consumer behavior, companies began to develop efficient marketing strategies that meet the needs of this public. Social networks, in this context, become an indispensable tool for business, as they tend to boost disclosures, giving greater visibility to the product or service offered. In view of this, the general objective of the present work was to analyze how the use of digital platforms influence the leverage of sales in clothing companies in Itabaianinha/SE, the technical procedure adopted was the interview, semi-structured interviews were carried out. In all, four interviews were conducted, three in person and one via WhatsApp via messages and audios. This study is characterized as a basic qualitative research, the inductive method was adopted, the data analysis was carried out through content analysis and from the results, it was possible to conclude that the social networks most used by these brands were Instagram and WhatsApp, as both help these businesses to operate, specifically in advertising, communicating with the public, closing sales and increasing brand visibility, these being the main tools for boosting business. Of the strategies that these companies usually use, the frequency of content dissemination and the innovation of posts was identified.