SOCIAL MEDIA AS A MARKETING STRATEGY TOOL: A CASE STUDY IN THE BEAUTY SECTOR
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Abstract
The digital age is not only changing consumer buying behavior, but also managers' marketing choices and strategies, offering ample opportunities for companies to turn online audiences into potential customers. This study aims to analyze the use of social media as a marketing strategy tool for a beauty studio in the city of Santa Maria/RS. For the research, the approach adopted is quantitative and data was collected using the survey technique, with descriptive statistics being used to analyze the data. The results show that, due to the rapid advance of communication technologies, the adoption and use of social media in the company has sought to communicate and promote the products and services offered, as well as taking advantage of them to interact, influence and collaborate in an attempt to arouse customers' purchasing decisions and behavior. It can be concluded that marketing strategies using social media establish the development of strong connections with customers through online platforms and are considered a contemporary means of advertising and reaching new audiences and retaining the loyalty of existing ones.
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Copyright (c). Conjuncture Bulletin (BOCA)
This work is licensed under a Creative Commons Attribution 4.0 International License.
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