Nascidas em redes sociais: um estudo sobre surgimento e internacionalização de pequenos empreendimentos no Instagram

Clarice Secches Kogut, Luíza Neves Marques Fonseca, Angela Rocha

Resumo


O presente estudo examinou a internacionalização de micro e pequenas empresas brasileiras que conquistaram sua posição doméstica e internacional graças aos recursos disponíveis nas redes sociais, mais especificamente, no Instagram. A partir do estudo de cinco casos de empresas da indústria da moda do Rio de Janeiro, investigou-se como o Instagram possibilitou que esses empreendimentos, com recursos escassos, conseguissem estabelecer seus negócios e iniciar as vendas para diversos países, utilizando a rede social para entrar com contato com fornecedores, distribuidores e clientes, e desenvolvendo diversas atividades de marketing internacional por meio dela.


Palavras-chave


Empreendedorismo; Exportação; Redes Sociais; MPEs.

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DOI: https://doi.org/10.6034/rmpe.v18i1.1879

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