The influence of digital marketing tools on generating business from a personal stylist

Authors

DOI:

https://doi.org/10.5965/2316419008112019062

Keywords:

Marketing, Fashion, Personal Stylist

Abstract

Digital marketing is increasingly present in people's daily lives, even if not very much perceived. It simplifies the lives of everyone involved in the process. Likewise, the theme "fashion" has gained relevance because people understand that they need to take care of appearance, both in personal and professional environment. Thus, this article seeked to identify which digital marketing strategies influenced the business generation of a personal stylist. The research was carried out using a qualitative method, of the exploratory type with a convenience sampling. The data analysis was performed through the interpretation of a semi-structured interview conducted with a personal stylist who is working for five years in this segment. Through the realized research, it was realized that digital marketing is a strong influencer in the generation of business and to narrow relationship with the customers.

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Author Biographies

Franciele Zambeli Ribeiro, Faculty of Serra Gaúcha, FSG, Brazil.

Has a Master’s degree in Business Administration, MBA in Strategic Marketing from the University Center of Serra Gaúcha, FSG, Brazil.

Graduated in Public Relations, Advertising, and Applied Communication at the University of Caxias do Sul, UCS, Brazil.

Susi Guerra, Faculty of Serra Gaúcha, FSG, Brazil.

Degree in Business Administration from the Santa Rita Educational Society.

Flávia Camargo Bernardi, University of Caxias do Sul, UCS, Brazil.

PhD in Accounting from the Santa Catarina Federal University, UFSC, Brazil.

Has a Master’s degree in Accounting Sciences from the Santa Catarina Federal University, UFSC, Brazil.

Graduated in Accounting Sciences at the Extreme Southern Santa Catarina University, UNESC, Brazil.

Uiliam Hahn Biegelmeyer, University of Caxias do Sul, UCS, Brazil.

PhD in Business Administration from the University of Caxias do Sul, UCS, Brazil.

Has a Master’s degree in Business Administration from the University of Caxias do Sul, UCS, Brazil.

MBA in Business Logistics from the University of Caxias do Sul, UCS, Brazil.

Graduated in Business Administration at the University of Caxias do Sul, UCS, Brazil.

Maria Emilia Camargo, University of Caxias do Sul, UCS, Brazil.

Postdoctoral fellow from the Kazan State Technical University, UETK, Russia.

Postdoctoral fellow from the University of Algarve, UALG, Portugal.

Postdoctoral fellow from the Lisboa Superior Technical Institute, ISTL, Portugal.

PhD in Production Engineering from the Santa Catarina Federal University, UFSC, Brazil.

Has a Master’s degree in Production Engineering from the Santa Maria Federal University, UFSM, Brazil.

Graduated in Economics at the Santa Maria Federal University, UFSM, Brazil.

Graduated in Economics and Market at the Santa Maria Federal University, UFSM, Brazil.

Graduated in Administration and Control at the Santa Maria Federal University, UFSM, Brazil.

Graduated in Statistics at the Santa Maria Federal University, UFSM, Brazil.

Graduated in Administrative Sciences at the Santa Maria Federal University, UFSM, Brazil.

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Published

2019-12-12

How to Cite

Ribeiro, F. Z., Guerra, S., Bernardi, F. C., Biegelmeyer, U. H., & Camargo, M. E. (2019). The influence of digital marketing tools on generating business from a personal stylist. Revista Brasileira De Contabilidade E Gestão, 8(15), 062–072. https://doi.org/10.5965/2316419008112019062

Issue

Vol. 8 No. 15 (2019)

Section

Articles

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