Volume de vendas e as ações de marketing no Instagram: um estudo em uma empresa varejista de moda de luxo de Natal/RN

Abstract

This paper analyzes the public interactions with the digital marketing actions on social networks, especially on the official Instagram of the company, and how these interactions can influence the daily sales volume of this retail company in the luxury fashion segment. The increased use of social networks as a tool to foster sales and expand the target audience has made it important to understand the influence of consumer interaction on Instagram with the sales results achieved by companies, with particular interest of the luxury fashion retail, which makes use of social networks to expand access to its consumers. The study is justified since it brings academic benefits, for being a theme practically unexplored in Brazil, as well as practical benefits, helping luxury fashion companies in managing their networks as a way to leverage sales. The goal is to know if and how the interaction on the company's official Instagram profile influences the daily sales of this company. To do so, data were collected from the interactions of the Instagram profile through Phantom Buster, the daily sales data were collected in the company's system, and the Gretl system was used to perform the influence analysis through Multiple Linear Regression in the Ordinary Least Squares model. The results did not present a truth-model that measurably demonstrated the influence of interactions on Instagram with daily sales.