Impactos da utilização do marketing digital em microempresas: estudo de caso de uma hamburgueria em Belo Horizonte - MG

Abstract

This research analyzes the impacts of implementing digital marketing strategies on the performance of a microenterprise in the food sector in Belo Horizonte - MG, Brazil. The primary objective of the study is to evaluate the influence of communication actions on social media, specifically on the Instagram platform, on brand engagement and positioning in the local market. Methodologically, is characterized as a case study with a qualitative-quantitative approach, based on mapping and technical analysis of performance metrics of posts published in years 2024 and 2025. The results show that short-form video content (reel) and the adoption of a humanized narrative constitute the main drivers of organic engagement, significantly outperforming static and conventional advertising formats. However, it was identified that an indiscriminate increase in posting frequency correlated with a reduction in average efficiency per post, indicating an audience saturation threshold. It is concluded that the effectiveness of digital marketing in microenterprises is conditioned on the transition from quantity-based management, to a strategic orientation focused on quality, content authenticity, and the generation of perceived value for consumers.