Events and social media market: Instagram as an agent for analyzing the impacts of the COVID-19 pandemic on the promotion of events in São Luís MA

Resumen

The present study analyzes the communicational dynamics in relation to technological and socioeconomic advances, through the investigation of the relationship between companies and customers during the pandemic caused by the SARS-CoV-2 virus, within the virtual environment. The research has as its object of investigation the companies that promote and organize events in São Luís-MA, as well as the economic impacts suffered and the actions regarding the relationship regarding the content of the respective segments, as well as to investigate the communication strategies carried out during the pandemic of the new coronavirus, specifically in one of the media that during the pandemic period obtained one of the highest numbers of users interacting,  the Instagram platform. Thus, receiving prominence for its great ease of use and constant innovations through the application of new tools within the platform environment, factors that draw the attention of enterprises, since they promote the possibility of connecting with the follower/consumer virtually free of charge, which has become during the pandemic period one of the important spaces for social interaction. The bibliographic method was used as a methodological procedure. Subsequently, field research was carried out, where the behavior  of the online  profiles of these enterprises was analyzed, so that it was possible to understand the content and strategies used in the relationship between these companies and consumers on Instagram. Data from interviews and questionnaires applied with entrepreneurs and consumers of events in the city of São Luís-MA were also analyzed, for better guidance and construction of the research. As a result, it was possible to observe that the sector suffered great economic impacts with the increase in event cancellations, while laws were created to support and move communication campaigns promoting awareness of the postponement of events within Instagram, which reinforces the power of the platform in terms of relationship and digital content. In this context, it was understood that the constancy of content and the increase in visibility on the platform are proportionally related.

DOI:https://doi.org/10.56238/interdiinovationscrese-044