Abstract
The aim of this study is to identify the points of confluence between the tools offered by Instagram for Córdoba’s entrepreneurs of clothing and the habits of use that its target audience has on this platform, in order to give entrepreneurs guidelines on how to use the resources to your favor. The investigation had a mixed approach with a mainly descriptive scope, with correlational components, and a non-experimental cross-sectional approach. The data collection technique applied was an observation guide and surveys through Instagram and WhatsApp. From the observation, it was identified that Instagram offers 25 resources as a communication channel that allow the entrepreneur to work on identity, interactions, dialogue, content generation and sales. Regarding the surveys, most of the women have considered Instagram a space where they spend most of their time, using it in situations as a search engine for information, content, products, brands, and entertainment. On the other hand, for most consumers it is important that brands have a profile on Instagram and they consider that this platform helps them to get to know and get closer to brands related to the clothing sector.
This research is done based on entrepreneurs who still don't have the income to invest in someone who only handles the communication of their business. Therefore, knowing about these tools that Instagram offers, their functions and their importance based on the characteristics of their target audience, helps them to understand more about this social network in which they are forced to be present today.
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