Adequação para a comercialização de produtos nas redes sociais em tempos de pandemia: um estudo em empresas de vestuário de Natal/RN

Abstract

Due to the New Coronavirus pandemic (Covid-19), many companies had to close their doors and suspend its operation to comply with municipal decrees, in order to prevent the virus from spreading more easily. So many companies saw on social networks a way to continue their activities, and reduce the damage caused by the pandemic. Thus, the present work aims to understand the process of adaptation / adaptation of micro-companies in the clothing segment on social networks during the most restricted phase of the Covid-19 pandemic. For this, an exploratory case study was carried out, using a semi-structured script, using a qualitative approach, with two micro companies in the clothing industry, located in the North Zone of Natal/RN. After the interview, and with the data analysis, it was found that this adaptation process occurred in an emergency way, so that companies did not have the opportunity to plan, making the strategies used as simple as possible. Finally, these stores considered the adherence of social networks as a sales tool important and intend to continue using them and adapting to market changes.