Silva, Gilson Gomes daLima, Cristovão da Silva2022-09-202022-09-202020-12-22LIMA, Cristovão da Silva. Engajamento em perfis de empresas do varejo da cidade de Caicó – RN: um estudo com o Instagram. 2020. 40 f. TCC (Graduação) - Curso de Sistemas de Informação, Departamento de Computação e Tecnologia, Universidade Federal do Rio Grande do Norte, Caicó-RN, 2020.https://repositorio.ufrn.br/handle/123456789/49372Digital marketing is something that has brought a new way for companies to advertise their products or services. Companies seek to be where their customers are, customers research about brands and obtain information about them and products through social media. In the digital age, new possibilities for companies have emerged, with the possibility of interacting, selling products and services, disseminating information and stimulating advertising through networks. With that, engagement can be attributed in several dif- ferent ways, engagement is about creating a more meaningful connection between the company and its consumer in a lasting way. In social media a metric to consider would be engagement, it is a performance metric of publications in social media, which is built through the activities of users. This study has the research question: What are the factors that contribute to the engagement, in Instagram profiles of companies in the retail sector, in the city of Caicó-RN?. To achieve this goal, this research made use of an exploratory quantitative methodology. Company data will be obtained from the Social Blade platform. The data collected from the platform were stored in an Excel software spreadsheet for correlation and linear regression to be applied in order to analyze what influences engage- ment. As a result, it was realized that the factors that most contribute to engagement are comments on the publication, followed by gained followers and likes on the publication.Attribution 3.0 Brazilhttp://creativecommons.org/licenses/by/3.0/br/Marketing DigitalInstagramRede SocialEngajamentoSocial BladeMétricas de DesempenhobachelorThesis