Resumo:
The internet's growth is increasing daily, making it a point of access between people
and organizations. In this scenario, online social networks emerge as a tool to provide
real-time information exchange and create opportunities to do business at the local,
regional, national, and global levels through the network, which is being done by
various types of businesses. In particular, during the Covid-19 pandemic, which began
between the end of 2019 and the beginning of 2020 and extended until 2022, many
companies sought a stronger digital presence to market their products and services.
In this sense, this research studies the landscape of Afro-Brazilian women's
entrepreneurship in relation to the uses of online social networks. The overall objective
of this work is to analyze the growth of Afro-Brazilian women's entrepreneurship on
social media in the city of Ipiaú-BA. The research is applied in nature, with an
exploratory character and a mixed-methods approach for data collection and
processing. Methodological elements employed include bibliographic research and
field research, with a questionnaire as the central instrument. This questionnaire was
applied to 15 women between June 6th and June 13th, 2025, targeting Black women
who are digitally engaged in entrepreneurship in the territory of Ipiaú-BA. It is believed
that this will make it possible to understand the realities of the target audience of this
research and to find the central characteristics that make up this group of Afro-Brazilian
women entrepreneurs. The research results demonstrated that, although AfroBrazilian women entrepreneurs in Ipiaú-BA use social media as their main means of
promoting their businesses, they face significant difficulties in the strategic use of these
platforms. Barriers to strategic use were identified, such as difficulty accessing digital
marketing training, difficulties with technological elements, the overload of tasks for
women entrepreneurs, and a lack of specialized guidance. At the end of the research,
as a technology for social management and territorial development (TGS.DT), a digital
manual (E-book) was developed with tips and information on how to be an
entrepreneur on the internet, focused on black women, using the online social network
Instagram as a reference, since it is one of the digital channels most used by female
entrepreneurs.
