SOCIAL MEDIA AS A MARKETING STRATEGY: A STUDY OF CONSUMER BEHAVIOR IN A BEAUTY AND AESTHETICS SALON/AS MIDIAS SOCIAIS COMO ESTRATEGIA DE MARKETING: UM ESTUDO DO COMPORTAMENTO DOS CONSUMIDORES DE UM SALAO DE BELEZA E ESTETICA

SOCIAL MEDIA AS A MARKETING STRATEGY: A STUDY OF CONSUMER BEHAVIOR IN A BEAUTY AND AESTHETICS SALON/AS MIDIAS SOCIAIS COMO ESTRATEGIA DE MARKETING: UM ESTUDO DO COMPORTAMENTO DOS CONSUMIDORES DE UM SALAO DE BELEZA E ESTETICA

This study aims to measure the use of social media Facebook and Instagram on consumer behavior of a beauty and aesthetics company located in the city of Ituiutaba / MG. The sample consisted of consumers from the surveyed company that has a customer base of 150 people, however only 102 of them agreed...

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Bibliographic Details
Published in:Caderno Profissional de Marketing Vol. 8; no. 2; p. 62
Main Authors: Goncalves Macedo, Caroline, Silva, Jussara Goulart da
Format: Journal Article
Language:Portuguese
Published: Universidade Metodista de Piracicaba 01-05-2020
Subjects:
Brasil
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Summary:This study aims to measure the use of social media Facebook and Instagram on consumer behavior of a beauty and aesthetics company located in the city of Ituiutaba / MG. The sample consisted of consumers from the surveyed company that has a customer base of 150 people, however only 102 of them agreed to answer the questionnaire. The results show that the company's audience is young and composed mostly of women with medium and higher level of education. The absolute majority have or have had profiles on some social network and were more perceptive about the publications they receive from companies via Instagram than via Facebook. Thus, it can be concluded that the company can strategically improve its performance on Instagram in order to reach more people and have greater return on its publications on this network.
ISSN:2317-6466
2317-6466