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Previous issue date: 2018-08-23 / O objetivo deste trabalho é avaliar a eficiência de anúncios no Instagram para aumentar as vendas do e-commerce da rede de lojas de moda íntima Depósito da Lingerie. Para isto, a estratégia de comunicação utilizada foi a promoção de vendas de produtos selecionados de acordo com a sua aceitação perante seu público consumidor que foram anunciados na mídia social: Instagram. O método de pesquisa inicial foi o desk research a fim de se levantar exemplos de como grandes marcas anunciam moda íntima e interagem com suas consumidoras no Instagram. O Depósito da Lingerie fez posts pagos baseados nos benchmarks estudados. Os resultados indicaram que houve aumento de vendas das peças anunciadas tanto na loja virtual quanto nas lojas físicas que sentiram ainda mais os efeitos da comunicação. / The objective of this study was to verify the Instagram’s efficiency to improve the sales performance of Depósito da Lingerie’s online store. The communications strategy utilized was the sales promotion of products selected in accordance with their acceptance by the consumer public as advertised in the Instagram social media. In order to gather examples of how great brands advertise lingerie and interact with their customers on Instagram, the initial research method selected was desk research. Depósito da Lingerie used paid ads based on the studied benchmarks. The results indicated that there was an increase in sales of the pieces announced both in the virtual store and in the physical stores that felt even more the effects of the communication.
| Identifer | oai:union.ndltd.org:IBICT/oai:bibliotecadigital.fgv.br:10438/24752 |
| Date | 23 August 2018 |
| Creators | Vitorino, Carolina Bonesso |
| Contributors | Guissoni, Leandro Angotti, Hemzo, Miguel Angelo, Escolas::EAESP, Sarfati, Gilberto |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Source | reponame:Repositório Institucional do FGV, instname:Fundação Getulio Vargas, instacron:FGV |
| Rights | info:eu-repo/semantics/openAccess |
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