Instagram como herramienta de apoyo para negocios durante la pandemia : estudio del caso de Sailor Coffee.

Abstract

The increase in brand or company profiles on social networks is becoming more and more frequent. To such an extent that the growth and development of a business has occurred thanks to the existence of the profile in the different applications of the social media world. However, due to the saturation of businesses and ventures, many of these do not achieve the expected success because they do not have a digital marketing study or communication strategies in the management and creation of content to achieve a successful relationship with the client. Since the COVID-19 pandemic, many of these businesses or ventures found it necessary to reinvent themselves to avoid going bankrupt or closing due to the health crisis that occurred globally. In this way, many relied on social networks, especially on Instagram because it is a broader support tool that has a range of functions that allows a more direct proximity with the client. This is what happened to the Sailor Coffee cafeteria. The research is based on understanding through the interview with the owner of the Sailor Coffee cafeteria which were the communication strategies that helped them keep their business afloat and also analyze the reinvention that the Instagram account had in confinement by COVID -19 and evaluate through surveys to the followers of @sailorcoffee their relationship with the cafeteria and the consumption habits that occurred after the pandemic.