A influência do Instagram no processo de decisão de compra do consumidor: uma análise no ramo do vestuário

Abstract

With the general objective of analyzing how a company uses a digital social network in its digital marketing strategies, this work is configured as a case study conducted at Acessfit company. The goal is to assess how the company utilizes its social media platforms to achieve objectives of promotion, attraction, communication, and interaction with consumers. Through the case study and interviews, the sole social network used by the company, Instagram, was analyzed, identifying the strengths and weaknesses of this digital platform, as well as how it is exploited by the company. For this purpose, the 5W2H tool was employed to define the necessary requirements for fulfilling commitments, considering details and increasing the likelihood of obtaining results. The analysis of the commercial profile following the application of the 5W2H methodology reveals an increase in interaction and reach of the products offered by the company. The information provided by the application allows for studying the feasibility of improvements and suggesting areas that can be enhanced to boost the desired outcomes sought by the company.