Um click no Instagram para gerir a imagem da empresa: um estudo de caso da Cookie Mania

Abstract

The present work arose from a critical reflection on the change in the positioning of the consumer against the use of smartphone applications in online marketing at the present time, focusing on the specific use of the application Instagram and the image management. It was verified a great socio-historical evolution due to the advent of the internet and consequently of its mobile use with the use of 3G and Wi-Fi in the cell phones, which enabled the emergence and popularization of Instagram and whose resources of this application started to become fundamental in the approximation and Communication of companies and their clients, as well as facilitating direct and indirect sales mechanisms. Therefore, Instagram should not only be seen as a medium of publicity, but rather a tool that represents a broad model of communication and that optimizes the relation with consumer, increasingly decreasing the distance between company and client. In this work, the use of Instagram was analyzed through a case study done at a food company specializing in American biscuits, in the region of Fortaleza, which is increasingly consolidated in the market as a young, lively and innovative company, using a tool Accessible to customers, from Instagram, as a mechanism that facilitates and enhances this business-client relationship. In this work, interviews were conducted through a questionnaire of subjective questions applied with one of the owners and two employees, whose character consisted in evaluating the way in which the company handles Instagram as a tool for communication, advertising, strategy and management of image.