Negócios locais e a presença digital: a expansão da rede de distribuição de produtos artesanais

Abstract

This project aims to explore the potential of the Minas Gerais family agribusiness, "Pé de Jabuticaba," through the distribution of its products using digital tools, taking into account its geographical location and the influence that this location has on the distribution of the company's marketed products. Additionally, by listing the brand's products on Mercado Livre, it was possible to assess the platform's usability for individuals not yet familiar with digital platforms. Moreover, through the project, it was possible to demonstrate the importance of content production for the brand's Instagram and, finally, identify and address experienced difficulties. Through experimentation, considering Kunsch's perspective, which highlights the importance of qualitative research in exploring the complexity of human relationships and emphasizes that this qualitative methodology is essential for a deeper and contextualized understanding of communication processes, it was confirmed not only the relevance of creating a space to mark the company's presence but, primarily, the importance of a Public Relations professional in critical decision-making and strategy development. Consequently, it was observed not only the response and demonstration of interest from the audience but also the potential of social media in expanding the consumer market for local products.