Estratégias para fidelização de clientes com Instagram nas pequenas e médias empresas

Abstract

The world is increasingly connected and present in the digital environment, enabling the almost instantaneous sharing of information between individuals inserted in contemporary society. Consumer habits and behavior are directly influenced by the intense connection and rapid exchange of information, leading commercial organizations to adapt to new consumer habits and new trends to remain competitive in an increasingly aggressive market. This connectivity also enables greater visibility for companies inserted in the digital environment, enabling the capture of new customers that even breaks the territorial barrier, allowing a significant growth of these companies, however the resources made available by social networks also provide resources for companies apply strategies aimed at customer loyalty. With this business presence in the digital environment, small and medium-sized companies are inserted, engines of the national economy, being responsible for significant amounts in economic performance and job creation. In view of the importance of Small and Medium Enterprises (SME’s), the general objective of this study is to understand the impact of using the social network Instagram on customer loyalty of Small and Medium Enterprises (SME’s). Attributes were isolated through an observation of recurrent concepts present in the literature on customer loyalty and the presence of these attributes indicate a possible success in the customer loyalty process. The research is framed as a qualitative descriptive research and interviews were conducted with four owners of retail stores in the city of Baturité. Subsequently, the responses were transcribed, separated into highlights and analyzed using the content analysis technique. With the analysis of the results, it was possible to list and identify the loyalty strategies applied by the interviewees and consequently observe the presence of Instagram in the execution of these strategies and the important role of this social network for customer loyalty.