O instagram como instrumento de atração de clientes: estudo de caso de um “personal trainer” na cidade de Fortaleza-Ce

Abstract

Digital marketing is present in society's daily life and has already proven to be an important strategy for organizations to adopt. Therefore, the general objective of this study is to investigate how the use of Instagram photo, video and story tools contribute to attracting customers. The methodology applied defines the research as qualitative, descriptive/exploratory and field. The data collection procedure used was a semi-structured interview with the “personal trainer”, a survey of Instagram data and a questionnaire open to the public. The collected data was processed through content analysis, covering the responses obtained in the interview with the personal trainer, the data extracted from Instagram and the information collected in the questionnaire applied to gym-goers and clients of the professional being studied. The results of the research showed that the reels and stories formats were the ones that generated the most views and interactions with users of the social network, standing out in the study in question for attracting more customers. Thus, the conclusion of this research contributes to service providers and organizations by providing more information and experiences that can serve as a reference for future activities