Study goals
This article seeks to understand the reasons that influence image consultants to use social media with intensity for the dissemination of its services in the market.
Relevance / originality
It should be noted that social media have generated a significant impact in terms of business. In the services sector, specifically, the contribution is substantiated by Las Casas (2000) and Kotler and Keller (2014), whose asserting that this activity is in constant growth, due to the economy. With respect to the service, the same generates reputation, whose implementation occurs for Maia et al. (2018) which is formed by a composite of characteristics, fed with the passing of time. However, the social media generate reputation and influence for various segments, resulting in an increase in the number of business.
Methodology / approach
As the methodological approach, it was used the content analysis technique to interpret the statements of the interviewees.
Main results
As a result of the research, the capture of initial contacts was observed; the resources for such funding; and the impact of social media in generating new business.
Theoretical / methodological contributions
The contributions of the study, on the other hand, using qualitative analysis techniques, seek to promote a greater understanding of the phenomena that involve social media in business.
Social / management contributions
Therefore, it is pertinent to understand the business dynamics developed in digital environments, specifically in social media.