Avaliação da qualidade das ações de marketing digital no Instagram de contas comerciais

Abstract

With the evolution of technology, the digital environment has become a crucial channel for the transmission of information, allowing companies to expand their presence in different market segments and expand the offers and presentations of products and services, both to existing and new customers. Considering this context, the use of Digital Marketing techniques in social networks, with emphasis on the Instagram platform, has become a growing trend and one of the most significant investments for companies, regardless of the product or service offered. This research sought to develop a one-dimensional modeling, using Item Response Theory, to measure the quality of digital marketing actions on Instagram of commercial accounts from various market segments. The delimitation of the study is specifically limited to commercial accounts of the social network Instagram in Portuguese language. Based on 22 objective items, involving technical features such as interactivity, usability, and presentation of information, prepared by the author based on the literature, and applied to a sample composed of 313 profiles of companies in the social network, the systematization proposed in this work enabled the measurement of quality in Instagram commercial accounts, considering requirements of digital marketing, allowing the diagnosis of the performance of companies and identifying opportunities for improvement in the application of marketing on the platform. The results showed that a large part of the companies evaluated in the study are in the early stages of maturity in digital marketing, with a level of inefficient adequacy or little effectiveness, reaching 50.80% of the sample, and that, 49.20% of the commercial accounts of the sample demonstrate some degree of adequacy more appropriate, and have room to improve their actions on Instagram, aiming for more effective results. The results signal the importance of balancing the opportunity that digital marketing offers with the ideal level of maturity of its application in commercial accounts on the platform, and the need for businesses to adapt to extract the best results and prove the efficiency of digital strategies.