Understanding instagram in the context of inbound marketing
a study at ArtWalk company
DOI:
https://doi.org/10.12662/2359-618xregea.v14i1.p76-86.2025Keywords:
inbound marketing, Instagram, digital influencers, ArtwalkAbstract
Inbound marketing is a marketing tool focused on attracting, converting, and delighting customers. It is currently one of the most widely used by companies seeking to maintain long-term relationships with their consumers. The overall objective of this study was to analyze the use of Instagram in the context of Inbound marketing by the footwear retailer Artwalk. The methodological procedures adopted characterized the study as exploratory and qualitative, using the case study method. It was observed that content production and work with digital influencers on Instagram made it possible to attract a larger audience to the company. In addition, Instagram boosted Inbound marketing by favoring sales, improving communication, and understanding consumer behavior. Suggestions were made for future research in this expanding area.
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