Cenário do afroempreededorismo feminino na cidade de Ipiaú-Bahia: usos, impactos e estratégias nas redes sociais online.

Abstract

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.