O papel das plataformas digitais na expansão de pequenos negócios: sob a ótica dos alunos do curso de Administração da Pontifícia Universidade Católica de Goiás.

Abstract

This article aims to analyze the perception of Administration students at the Pontifical Catholic University of Goiás regarding the role of digital platforms in the expansion of small businesses. The research becomes relevant when addressing online platforms that have stood out as strategic tools in the entrepreneurial scenario. The methodology used in the work is quantitative in nature, with the application of a survey questionnaire to the population of 350 students of the Administration course, obtaining a sample of 154 students. And a bibliographic review based on authors who address topics related to the digital environment, marketing and entrepreneurship. The results indicate that students recognize the potential of digital platforms to expand the reach of businesses, reduce costs and facilitate customer loyalty. However, they also point out challenges such as the difficulty in generating trust in the online environment and the lack of technical knowledge. The research also reveals that strategies such as digital marketing, creation of relevant content and automation are seen as fundamental for success in the digital environment. Finally, students demonstrate that they are aware of the importance of adapting businesses to the transformations of the digital market.