Ações de marketing digital no Instagram durante a pandemia da Covid-19: um estudo na Hamburgueria LS Burg em Natal/RN

Abstract

This study discusses the general analysis of digital marketing actions implemented on Instagram by a hamburger shop in Natal/RN during a Covid-19 pandemic. Therefore, in methodological terms, the research stands out as for the qualitative approach, as for the objectives as exploratory; as an object of study of the work, we have the study of the company Ls Burger, a food enterprise that uses Instagram as the main digital marketing tool. To achieve the main objective of this work, three specific objectives were also listed, which helped the author to diagnose in this process which were the digital marketing actions used by the company. This analysis was carried out through an interview with the establishment's administrator and through the analysis of the company's Instagram page. Finally, it was concluded that the Instagram tool brought some benefits to the company in this difficult time, through the digital marketing actions carried out, it is possible to observe return in sales and new followers through customer feedbacks on the marketing action with the influencers; as well as communication with customers through digital marketing actions. On the other hand, the work presented also as particularities such as the lack of a person responsible for creating the company's content, so that the company, always aware of the situation in the world, new trends, ways to improve marketing actions to reach as many customers as possible, as well as being concerned with the planning, execution of marketing actions for customer loyalty on an ongoing basis and with the conversion into sales. The research data contributes to the understanding that it is necessary to have an adequate and effective platform to carry out the digital marketing process with primacy, and that Instagram, where appropriate, obtains to supply such needs as a platform, but that it is necessary to have good actions marketing campaigns that generate engagement for the page and thus convert that engagement into sales for the company.