Contributo das redes sociais Facebook e Instagram para a venda de produtos com restrições publicitarias: caso de estudo de leite infantil Lacktokid na cidade de Maputo de 2019 a 2023

Abstract

This dissertation addresses the Contribution of Social Media Platforms Facebook and Instagram to Boosting Sales of Products with Advertising Restrictions, with a case study on the infant formula LACTOKID in the city of Maputo from 2019 to 2023. The International Code of Marketing of Breast-Milk Substitutes, established by the World Health Organization (WHO) and adopted by Mozambique, aims to regulate the marketing of products such as breast-milk substitutes, protecting breastfeeding and ensuring appropriate commercial practices. Despite these restrictions, social media platforms like Facebook and Instagram have emerged as valuable tools for consumer engagement and communication, even in scenarios with legal limitations. Therefore, this study aims to explore the strategies employed by the LACTOKID brand on Facebook and Instagram to boost its sales, specifically by: (i) identifying content marketing strategies used on social media; (ii) evaluating the influence of the LACTOKID brand on consumer behavior regarding product advertising; and (iii) analyzing the impact of the brand's organic presence on consumers' purchase intentions. Methodologically, the study uses a quantitative approach through exploratory-explanatory research, utilizing semi-structured survey questions for a sample of 130 consumers. The results indicate that the brand was able to increase its sales by employing creative strategies that adhere to the regulations. The brand's presence on social media through organic and informative content proved effective in positively influencing purchase intentions, highlighting the power of social media in changing consumer behavior. In summary, the strategic use of social media allowed LACTOKID to boost its sales even in a restrictive environment, emphasizing the importance of nutritional education that promotes conscious consumption practices.