Marketing digital e empreendedorismo em serviços de informação: um estudo de caso com a santa biblioteconomia

Abstract

This study examines the potential of digital marketing as a strategy for entrepreneurship in information services aimed at professionals in Library and Information Science. In the context of ongoing technological innovation and the increasing dynamics of the digital environment, the need for information professionals to adapt to new market conditions becomes evident, particularly using social media and digital platforms. The research adopts a qualitative case study approach with exploratory and descriptive objectives, focusing on Santa Biblioteconomia, an initiative that offers online courses for library professionals. Data were collected through a structured questionnaire with open-ended questions administered to the founder of the company, seeking to understand the digital marketing strategies employed and their impact on information entrepreneurship. The findings indicate that digital marketing plays a central role in consolidating the initiative, contributing to increased brand visibility, stronger relationships with the target audience, and business sustainability.