O uso do Instagram como ferramenta de relacionamento com o cliente: um estudo de caso de uma agência de ecoturismo em Pernambuco.

Abstract

Innovations in consumption habits and the insertion of technology linked to social networks help companies explore their brand on the Internet, creating new forms of relationship with interested publics. The main objective of this work is to analyze the use of the social network Instagram in the relationship between the company Vem de Andada and its consumers. The theoretical framework is based on the concepts of Marketing, Digital Marketing and social media, highlighting the social network Instagram. Observations of online consumer behavior and the relationship of companies with their customers on social networks are also presented. The present work was developed, based on qualitative, descriptive and applied research. The study analyzes the publications over a period of 6 months, to understand which contents were most explored. The interpretations were made through Bardin's content analysis, which systematizes the analysis of textual, visual or multimedia materials. It involves pre-analysis, coding and categorization steps to identify patterns and themes. The interpretation of results contextualizes findings in the research objective, culminating in a report that communicates findings and insights. For this purpose, the publications were divided into categories: informative, humor, comparative, reflective message and customer experience. It was identified in the analyzed posts as a relationship purpose: to promote services, information, travel programs and make its followers interact with the company through images, captions and comment replies, whose language may be similar to that of its audience on social networks, associated or not with icons and emojis, but always associated with hashtags.