Estratégias de marketing no Instagram: um estudo comparativo de agências de viagens em Santa Cruz/RN

Abstract

The general objective of this study was to compare the use of Instagram by the companies studied in the city of Santa Cruz/RN as a marketing strategy. Among the specific objectives: analyze the marketing strategies used by companies in Santa Cruz/RN; identify the main types of posts made on Instagram. It was initially used the bibliographical research, exploratory and multiple case study, because it is two units investigated. The methodological approach used was qualitative. An interview script was developed addressing issues directed to its relationship with Instagram. The study identified the use of Instagram in two travel agencies (A and B), highlighting the relevance in marketing for customer loyalty and conquest. The survey also identified the predominance of informal employees and reinforced the potential of Instagram as a strategic tool for the tourism sector. Thus, the study presents Instagram as an important tool for digital marketing in travel agencies A and B, promoting disclosure, engagement and customer loyalty. Both reported growth in sales, highlighting the frequent use of stories. The Agency A bets on giveaways and daily posts, while Agency B focuses on weekly promotions.