Instagram como ferramenta de comunicação estratégica: um estudo de caso no Santa Madre Haus Bar em Natal

Abstract

The goal of this project is to explore and go deep into the concepts and studies regarding the use of the Instagram social network as an effective communication tool in order to analyze the digital communication strategy of the Santa Madre Haus Bar to reach its target audience and successfully enter the bar/club market in Natal / RN. In addition, the ambition to understand the social and commercial relevance of this communication instrument, this research also addressed studies on the evolution of marketing, digital marketing, cyberculture, consumer behavior in the era of connectivity and social media. In this context, the evolution and democratization of the internet and its influence on social relations and consumption patterns reverberate in the continuous reformulation of marketing, elevating this tool to the dynamics of virtual network. In parallel, social networks like Instagram have emerged popular in this scenario, while a strong communication network based on relationships and the powerful flow of content in high volumes. Therefore, the participation of companies in this niche has a great value in order to access, get closer and create links with the target audience. The methodology used is composed of exploratory research and a study case with Santa Madre Haus Bar, a lgbtqia + friendly bar in Natal City. Thus, this Project aims to show and demonstrate how Santa Madre made use of Instagram within its communication strategy to publicize its opening day. As a result, it is possible to unravel the platform's resources in order to verify its communication power for the purpose of format a cohesive, objective and engaging digital marketing strategic plan, which has built a faithful relationship with the consumer, capable of achieving success in making the bar known in the city and guaranteeing maximum capacity in the establishment on the day of its opening.