O Instagram como instrumento de marketing digital: estudo de caso na Vanool Confecções

Abstract

The huge growth of online social media in recent years, companies have realized them as a great opportunity for direct contact with customers and at a lower cost, compared to traditional television and print media. Currently, social media is an integral part of life and participation in society, both on a personal level, as a professional. One of the great phenomena of the internet in recent years, Instagram consists of a medium which companies are appropriating to also be a point of contact with your end consumer. Through a case study, together with a qualitative exploratory study, based on observations and interviews, this monograph examines the theme of social networks and their application in business circles as a confection of style. The focus is the social network Instagram, virtual platform for sending pictures, and its use as a tool for digital marketing Vanool Clothes, beyond the identification of opportunities for improvement in their use, aimed at the achievement of organizational success. In general ways, this monograph has obtained results that demonstrate the importance of using Instagram as a marketing tool where businesses have an opportunity to get closer to customers. In the particular case of the analyzed company, it proved to be aligned with the best practices of use of such virtual platform. This study does not, among other limitations, the generalizability of the results, because it is a case study. With the analysis, it indicates that the subject is thorough with other research methodologies.