RELATIONSHIP MARKETING ON INSTAGRAM: MAGAZINE LUIZA CASE STUDY

Abstract

With new technologies and the evolution of social networks, organizations are getting closer to their consumers. The objective of the article was to analyze how Magazine Luiza relates to its consumers through the social network Instagram and the communication actions used to approach customers, also influencing the consumer's buying process. For this, a bibliographical research was developed and in the reports of the company object of study. In this sense, the digital Marketing actions described in the literature were presented and, based on the Magazine Luiza case study, an analysis of Relationship Marketing via Instagram that the company uses to consolidate its digital environment, as well as increase sales volume. It is concluded that the company's actions were essential for its consolidation in the digital environment and Instagram had a positive impact on its performance.