ESTRATÉGIAS DE PUBLICIDADE NO INSTAGRAM® UTILIZADAS POR CIRURGIÕES-DENTISTAS

Abstract

Introduction: Instagram^® was the mobile social network with the fastest growing in recent years. Concomitantly, there was an accelerated growth in the number of Dental Surgeons, which encouraged many professionals to seek advertising tools, such as social networks. However, many professionals have a lack of knowledge in the areas of Ethics, Legislation, Advertising and Management applied to Dentistry. Therefore, this study aims to identify the advertising strategies used by Dental Surgeons on Instagram^® in December 2018 and February 2020 in Rio Grande do Norte. Material and method: This is a quantitative, observational, exploratory and cross-sectional study on the social network Instagram^®. The variables analyzed in this study were: advertising strategies and month and year of publication. In addition, the data were tabulated in Microsoft Excel 2016^® and a descriptive analysis of the general characteristics of the studied sample was carried out in the same program. Results: Were identified 38 profiles of Dental Surgeons in Rio Grande do Norte, in which 578 publications were analyzed as to date and advertising strategy. Of these, 262 (45.33%) were published during the month of December 2018 and 316 (54.67%) in February 2020. In addition, 34 advertising strategies were identified in the sample, which were presented alone or combined in a publication. Conclusion: When comparing the months of December 2018 and February 2020, an increase was observed in "before and after" and a more prevalent reduction in "explanatory".

Keywords: Social media; Social network; Marketing; Dentistry.