If content is king, conversion is queen: The dilemma of Dona Diva

• DOI: 10.14211/regepe.esbj.e2631
• Publication Date: 2025-01-15T15:27:59Z
• Authors: Isadora Mara da S...; Jailson Lana; Raul Beal Partyka; Brenda Kreling Kr...
• Keywords: Diva; Queen (butterfly); Content (measure theory)

This work presents the real story of Dona Diva, a semi-jewelry company operating in e-commerce and serving entire national territory, both wholesale retail. study focuses on highlighting digital marketing strategies implemented by company's founders its sales team. Within this context, primary objective is to investigate importance social media showcasing advantages disadvantages (especially when misapplied) these communication channels between customers. The central dilemma case is: *How can content be created for two distinct channels, with different characteristics interests (B2B B2C), drive both?* was built using sources, through interviews founders, as well secondary sources. names company, originality were faithfully preserved throughout.