IMPACTOS DA PRESENÇA DIGITAL NA CONSTRUÇÃO DE MARCAS DE MODA: Um estudo sobre o comportamento do consumidor em lojas de roupas em Piripiri-PI

Abstract

This study analyzes the influence of digital presence on the construction of fashion brands in Piripiri-PI, considering how social networks impact consumer behavior and the commercial performance of stores. The objective was to analyze how digital presence influences the construction of fashion brands in Piripiri-PI, considering the digital marketing strategies adopted by local stores, brand perception in the digital environment, and its impact on consumer purchasing behavior. The methodology employed was based on the application of a questionnaire developed in Google Forms, directed to fashion stores in the municipality, allowing the identification of communication practices, types of content published, frequency of interactions, and challenges faced by entrepreneurs. The results showed that Instagram and WhatsApp are the most used tools for advertising and customer service, being recognized as essential for customer relationship management. It was also found that frequent posts, the use of attractive photos, and the implementation of promotions contribute to increased engagement and the strengthening of brand image. The final considerations indicate that, despite the structural limitations faced by retailers, social networks represent an indispensable resource for local competitiveness, playing a significant role in the visibility, positioning, and sales of fashion stores in Piripiri-PI.