PROFILES OF FEMALE ENTREPRENEURSHIP IN THE FASHION SECTOR IN RS ON INSTAGRAM

Abstract

This article aims to identify fashion businesses characterized as female entrepreneurship in Rio Grande do Sul present on Instagram. It starts from the understanding that digital platforms act as mediators of the activities that take place through them, by imprinting their operating logic on the practices that take place on them. To this end, a survey of the Instagram profiles of women's businesses was carried out, using the Google search platform, and analysis of each of them was carried out in order to check points such as: where the business was located, whether there really was a woman behind the enterprise, what the business sold, how many posts and followers the accounts have, among others. It is concluded that the majority of these profiles sell products, targeting them at women and that they use Instagram to promote these products, often based on the entrepreneurs' personal image, and not for their sale on the platform itself.