DIGITAL COMMUNICATION ON DOCERIA DOCE'S INSTAGRAM SOCIAL NETWORK

Abstract

Developing an efficient digital marketing management system becomes fundamental to the success of a company, motivated mainly by the high level of competitiveness and volatility of the commercial market. Considering that currently the digital environment is no longer just an online platform with document transactions to become an environment where people experience immediate interactions. The social network Instagram has shown a growth in the number of users in recent years, who seek a quick, practical interaction and who, from these aspects, start to use the social network as a market for offering, buying and selling the most varied products. Included in this context of insertion and efficiency in the virtual environment, the object of the present study is presented, the candy store Doce Cacau. The research question of this study is: What are the main communication actions that can boost digital marketing on Instagram at the Doce Cacau bakery? In order to find the answer to the question, the objective is to identify which communication actions can be adopted with the purpose of boosting the marketing of the social network Instagram of the Doce Cacau bakery. This study is developed through descriptive research, using the case study method, with a qualitative approach. The analysis of social networks was applied and the result of it contributed to the development of tactical suggestions for the company. The theoretical review was presented through the concepts of marketing, digital marketing, social networks and digital communication actions. Suggestions for digital communication actions were included in a biannual promotional and conversational calendar, with indication of action on social networks.