Interpretação das contribuições do Instagram para o empreendedorismo feminino em lojas de roupas em Maceió

Abstract

The objective of the study was to interpret the contributions of instagram to female entrepreneurship in clothing stores in Maceió. The reference was based on themes related to entrepreneurship, contextualizing female entrepreneurship, digital marketing and social network: instagram. The study methodology was carried out from 07/01/2021 to 10/31/2021, with a qualitative approach, descriptive-interpretative perspective, using the Content Analysis (CA) method, secondary data collected from the Instagram Social Network, in stores that sell women's clothing in Maceió. The results achieved showed that companies that create strategies within digital marketing, for permanent contact with the customer, increase customer loyalty and satisfaction. Finally, it was concluded that the study was important, as it presented entrepreneurial characteristics in women, owners of their businesses, such as greater independence, through their own source of income, being responsible for their business, whether in the fitting room, when using their own image as the company's brand.