Estratégias de marketing digital adotadas na rede social Instagram: um estudo das Lojas Renner e Riachuelo

Abstract

Due to the Covid-19 pandemic, there was a growth in marketing in digital platforms, being incorporated into the strategies of part of the companies. Thus, this work aimed to analyze the digital marketing strategies adopted by companies in the clothing trade sector, Lojas Renner and Riachuelo, on the social network Instagram. With regard to the methodology, the research is classified as applied, descriptive, and qualitative, with the period of study from October 1, 2021 to December 31, 2021, in which data from the years 2020 and 2021 of the object of analysis were sought, which were the Instagram pages of Lojas Renner and Riachuelo. The data analysis used was qualitative, observation, with a content analysis. As for the results, it was noticeable that the digital marketing strategies used by Lojas Renner and Riachuelo were Hashtag, Content Marketing, Influencer Marketing, Online Search, Online Advertising, Collab, Virtual Influencer, and Augmented Reality and Flash Mob strategies were used only by Lojas Renner and only by Riachuelo Store, respectively. In the comparison of digital marketing strategies, it was found that the Strategies of Hashtag and Content Marketing were similar among the brands, because they were employed in all quarters observed. The Flash Mob strategy was adopted only by the Riachuelo Store, and the Augmented Reality strategy was used only by Lojas Renner. The Influencer Marketing strategy was adopted throughout the period by the Riachuelo Store, while Lojas Renner began to adopt it only after the second quarter of 2020. Online Search and Online Advertising strategies were found simultaneously in both brands. In Collab's strategy, Lojas Renner adopted it uninterruptedly from the 2nd quarter of 2020 to the third quarter of 2021, while Loja Riachuelo adopted it at scattered moments. And, the Virtual Influencer strategy was adopted by Lojas Renner in early 2021, while the Riachuelo Store adopted it at the end of 2021. Regarding the format of content that most prevailed among the disclosures, in Lojas Renner was the stories, and in the Riachuelo Store was the image, which differentiated the companies studied. As for the frequency of publications, it was noticed that the brands diversified the days in which they made posts, which ensured a consistency of communication.