O papel do Instagram e sua importância para empresas do ramo alimentício de Aracaju, se durante a pandemia do Covid-19

Abstract

This investigation addresses the role of Instagram and its importance for food companies in Aracaju, SE during the COVID-19 pandemic. Initially, it described the profiles of the researched entrepreneurs; sought to identify the way in which Instagram is used, with regard to the elements of interaction and customer loyalty; verified the use of Instagram by the micro and small companies surveyed and analyzed the satisfaction of surveyed companies in relation to the use of Instagram. As for the methodological aspects, it is characterized as a qualitative research, of the descriptive type. The research strategy was the study of multiple cases. Data collection was done through semi-structured interviews, carried out with key informants from the companies studied and observation of the Instagram accounts of these companies. It was found that Instagram is a motivating social network, as it allows interaction and generates customer loyalty, providing a closer relationship, making customers part of the company, and is seen as a dynamic social network. Therefore, companies are taking advantage of the particularities that Instagram offers very well. Finally, it was concluded that Instagram has become a great partner for companies, and it is believed that without the use of the platform, it would be very difficult for respondents to maintain their business running in times of the COVID-19 pandemic.