Estratégia de vendas nas plataformas on-line: Instagram e WhatsApp no Centro Fashion Fortaleza

Abstract

This study investigates the understanding of how fashion companies apply the use of the Instagram and WhatsApp platform as a marketing communication tool in online sales. It also explains the relationship of these companies when using the sale "atacarejo" to the consumer. Social media is increasingly present in the lives of consumers, for this reason companies see opportunities to promote their business, in addition to performing methods to meet consumer demand online. With the purpose of scientific basis of research, field interviews were conducted in person with three collaborators and one owner of four different brands located at Fashion Center Fortaleza with semi-structured questions as a guide, using voice recorder feature, photos of the establishments, comment analysis, public interaction with brands and images published on Instagram of each brand, bibliographic research, qualitative, descriptive and explanatory research at Fashion Center Fortaleza. At the end of this research, it was concluded that the brands work using different methods, which can still sometimes resemble each other.