A rede social instagram como mecanismo de marketing digital: potencialidades e fraquezas para empreendedores do segmento de doces em São Luís

Abstract

There is a growing trend of new technologies that directly impact the way business marketing is applied. In this sense, the Instagram social network will be approached here as a digital marketing mechanism for entrepreneurs of the candy segment in São Luís, which act largely through the use of a virtual enterprise, serving customers through orders. Said approach is aimed at elucidating the problematic according to which said social network would really be a tool capable of elevating the common individual to be a successful entrepreneur. For this purpose, the main objective is to analyze the potential of this social network as a tool capable of boosting the professional success of entrepreneurs who work mainly through the use of it, where they advertise their products and become known for the service provided. For this, bibliographical readings and a field research with questionnaire application and interview with 10 entrepreneurs from the area of cakes, pies and sweets, and interviews with 80 potential clients were carried out. It could be concluded that in fact the Instagram can lead an ordinary person to be a successful entrepreneur, this from the proper use of this tool tied to the offer of a quality product.