Marketing digital e o engajamento com os seguidores: uma análise do facebook e do instagram do Bar da Lua

Abstract

The present work aimed to analyze which digital marketing strategies present in the social media of the “Bar da Lua” contribute to a greater engagement of the followers. In order to do this, we focus on the importance of using digital marketing tools in social media as a strategy for communication, as well as understanding how engagement is achieved through Facebook and Instagram metrics. For this, the methodology was as following: 1) bibliographic research; 2) documentary research with data analysis; and 3) development of categories of analysis. The bibliographical research was carried out from authors that approach the themes digital marketing, social media, relationship marketing and engagement. The documentary research was conducted based on analyzes of the reports available by Facebook ADS and Instagram ADS from May to August of 2018, considering the empirical analysis of the metrics available in the reports. From a total of 60 posts were selected to perform the engagement calculation. For the content analysis, 10 Facebook publications and 10 Instagram publications were selected. After performing the search steps, categories of analysis were created to classify the posts for an identification of the strategies and tools used by “Bar da Lua”. Five categories were created: 1) sales promotion; 2) Brand DNA; 3) social media as a shop window; 4) souvenirs and 5) information. Finally we can understand that the tools available in social media when used in a way that refers to a follower identification with the brand, results in a high value of engagement.