A relevância do marketing digital para o empreendedorismo feminino no instagram

Abstract

In the context of the women's fashion industry, the effectiveness of marketing strategies is highly relevant to the success of organizations. To reach and engage consumers, brands utilize various communication channels such as social media, email marketing, and online ads. The spread of new ideas and content impacts a large number of people, and brands are adapting to the speed at which consumers embrace new products and trends, leveraging the potential of social media, particularly Instagram. In this dynamic scenario, female entrepreneurs play a significant role, leveraging digital presence to thrive, build personal brands, and contribute to the fashion industry. This study aims to analyze consumer responses to e-commerce practices offered by these entrepreneurs on Instagram, presenting methodological procedures that involved collecting and evaluating opinions and impressions of respondents through a virtual form. The research analysis has a quantitative nature and includes questions directed at the audience regarding the activity of virtual stores on social media and how it impacts sales results. The research gathered a total of 77 responses, consisting of active consumers engaged in online shopping. The survey results highlight that the marketing strategies of digital entrepreneurs have a positive impact on consumers' purchasing intentions. Personalizing actions for the target audience results in increased interaction and, consequently, more effective sales. For future research, it is suggested to explore the challenges faced by entrepreneurs in establishing connections with customers, improving marketing strategies, and relationship building in the context of digital entrepreneurship.