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The objective of this study is to diagnose the use and management of the Instagram social network and its influence as a marketing strategy in retail stores. The research approach is of a mixed descriptive nature, the information was collected through a questionnaire. The population was made up of 17 retail companies located in a commercial plaza in the district of Santiago, Province of Veraguas. The results obtained highlight that 94%, which is made up of 16 retail businesses, reveals that they use Instagram as part of their marketing strategies, in contrast to only 6%, which is represented by a company, indicates that they do not use Instagram. Most of the respondents (50%) state that they make their publications weekly, while 38% indicate that they do so daily and, on the other hand, 13% publish biweekly through Instagram. On the other hand, 10 of the retail companies, which represent 63%, highlight the influence that Instagram has had on the increase in sales.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
