As práticas do uso do Instagram como ações de marketing digital nas lojas de confecções de Japaratuba/SE

Abstract

This research aims to identify how clothing stores in Japaratuba have used digital marketing actions on Instagram. This research has qualitative and exploratory methodology, for its implementation a single case study was carried out, and for data collection semi-structured interviews were carried out with 10 (ten) companies in this city, which were related to the desired segment: clothing and accessories. In this way, the results demonstrate that companies are aware that the platform has become a great ally for them, since, due to the functionalities present in it (such as reels, and facilitated means of interactions), marketing planning, results obtained through Insights, all this added to the high number of active users, it is possible to set goals and ensure that the returns in sales numbers and customer engagement are notable, however for companies it is undeniable that in addition to these factors, the need to be up to date in society and to innovate are means that go hand in hand with achieving a good and efficient marketing strategy on Instagram.