Empreendedorismo e redes sociais: uma análise da decisão de compra no segmento de moda em Oeiras-PI

Abstract

The monograph titled investigates the influence of Instagram on the purchasing behavior of male fashion consumers in micro and small businesses in Oeiras, Piauí. The study highlights the relevance of Instagram as an important digital marketing tool, especially after the COVID-19 pandemic, and examines how this social network impacts marketing strategies and sales performance. Using a quantitative and descriptive approach, the research collected data through questionnaires applied to 396 local consumers. The results reveal that Instagram is widely used to promote products, significantly contributing to brand visibility and customer loyalty. The monograph concludes that social networks have a relevant impact on consumers' purchasing interest, suggesting that well-structured Instagram campaigns can boost sales and strengthen the relationship between sellers and customers.