Marketing digital nas redes sociais: uma analise do perfil dos gestores de microempresas online do segmento de doces de São Luis

Abstract

This work is a profile analysis of the candy segment micro managers of the city of São Luis who work in social networks, listing their sociodemographic characteristics, motivations for undertaking this digital environment and expectations for the future of the business. Initially, it was important to clarify on digital marketing and its tools, and the importance of this strategy in the digital commerce. From there, it was expounded on social networks, directing the explanations for the networks under study: Facebook, Instagram and Whatsapp. Then he explained the importance of entrepreneurship in which the candy segment shows a low-cost and profitable business. Finally, together with the theoretical framework, we carried out a descriptive-exploratory research study, using as a technical procedure to field research, where 33 managers participated. From the quantitative and qualitative procedures it was possible to assess that the managers of these microenterprises are predominantly female, young, belonging to the classes C and D, with a high level of education, but have little experience and to see on social networks an opportunity to have their own business.