Impacto das redes sociais na gestão comercial: um estudo de caso da Líder Móveis

Abstract

The digitalization of micro and small businesses has required new marketing strategies, especially through social media, which are consolidating themselves as fundamental channels for visibility, relationships, and sales. This study investigates the following problem question: “What are the main impacts of the use of social media on Líder Móveis’ commercial performance?”. The general objective is to analyze how social media contributes to Líder Móveis’ growth in visibility, customer relationships, and commercial performance. The specific objectives are: to identify patterns of use of social platforms and to map good practices adopted by the company and to point out gaps and opportunities for improvement. A qualitative, descriptive, and exploratory case study was adopted, with the application of a structured questionnaire (20 closed-ended questions) to the company owner, in Niquelândia (GO), in the first half of 2025. The content analysis followed Bardin (2011), comparing the responses with the literature on digital marketing and consumer behavior. The results showed an increase in sales via Instagram of 15% (1st year), 25% (2nd year) and 30% (3rd year); an average annual gain of 300 to 400 followers; and greater engagement and organic reach resulting from the owner's humanization of the brand. Challenges were also identified regarding initial visibility, competition with large online retailers and limited time and staff for content production. It was concluded that the intentional and consistent use of social networks is a strategic growth factor for small businesses in the interior, as long as it is aligned with clear objectives and the profile of the local audience.