Lojas on-line: um estudo multicasos sobre o uso do instagram como estratégia de marketing de empresas de cosméticos de Uberlândia

Abstract

The Internet has become something essential for people's lives, and for businesses it could not be different. From the internet, social media were developed that impacted the relations between physical persons by the communication force, which also contemplated the organizations, since the social media became important tools as a marketing strategy, increasing the promotion and communication between the company and customers. Thus, this study aims to analyze the marketing strategies that cosmetics companies use in the social network Instagram and understand how these strategies can impact the company. The research qualifies as qualitative descriptive character, and through interviews applied by a questionnaire it was possible to collect the data for the analysis of the results. The interview script was applied to seven interviewed women entrepreneurs from the city of Uberlândia - MG. As a result it was possible to verify that as Instagram grows every day more new users become able to use the social network, making the commercial profiles feel more and more attracted to be part of this world, because the social network contributes to the improve communication and communication between the company and the customer, especially to attract new customers. The results also indicate that among the functions that the application offers to its users, the posts in the feed and in the stories were highlighted. Another point to note was that on line stores have a low or zero cost with the use of Instagram, showing that any venture can use the social network to improve their relationship with the customer.