Leblon Península: a utilização de estratégias de marketing digital como forma de estímulo ao consumo e fidelização de clientes nos bares e restaurantes da Península, em São Luís-MA.

Abstract

The gourmetization of consumption is perceived prominently in the Bars and Restaurant segment and this phenomenon was accompanied by the process of creating a Cluster of bars and restaurants in the area of the Peninsula, in São LuísMA. Thereby, this study seeks to analyze the digital marketing strategies that influence the attraction and loyalty of consumers in bars and restaurants on the Peninsula. For this purpose, nan a exploratory, qualitative and basic research was adopted, based on methodological procedures based on semiological principles. Photos posted on Instagram of the 16 establishments in the region in question were collected and analyzed in the pre-established period. This analysis took place within the following criteria: strategy, type of publication, sub strategy, meanings, emotions and consumption theory. As a result, it was observed that all bars and restaurants used marketing strategies in social media and viral marketing, mainly through posts in the feed and stories. The bars and restaurants under study made use of social media to attract customers, inciting a greater scale of sensory satisfaction. However, there are those who explore other perspectives, such as consumption by status. It is concluded, therefore, that digital marketing strategies are widely used by the bars and restaurants in question, whose main objective is to induce mass consumption in the face of stimulating the senses and emotions.