Os desafios de microempreendedores sem redes sociais

Abstract

Social media plays a crucial role as a showcase for microentrepreneurs, offering various benefits such as accessibility, broad reach for product promotion, brand expansion, and increased customer engagement. Additionally, social media enables direct and personalized communication with the target audience, fostering closer and long-lasting relationships. However, despite its evident advantages, some microentrepreneurs still choose not to use social media due to financial constraints, lack of technical knowledge, or other reasons. This article aims to investigate this group of microentrepreneurs who do not utilize social media but are strategically located in a popular high-traffic shopping center. The study's general objective and research question are: "What are the main challenges faced by microentrepreneurs without social media in attracting clients in a popular shopping environment?" The specific objectives include identifying the causes behind the preference for traditional methods and the barriers to adopting social media. The research methods were applied in nature with a quantitative approach. The problem-solving method was deductive, with descriptive and explanatory purposes. The investigation methods included bibliographic research, field studies, ex-post facto analysis, and telematic resources. A mixed questionnaire was used, incorporating a five level Likert scale for data analysis and result generation. The research outcome was satisfactory, achieving the proposed objectives and validating the formulated hypotheses.