Quando o ambiente se torna cada vez mais competitivo as empresas buscam formas diferentes de marketing para conquistar e fidelizar os clientes na tentativa de ampliar suas vendas. Diante disso, o presente trabalho teve como objetivo principal avaliar a eficácia das redes sociais como estratégia de marketing na captação, fidelização de clientes e ampliação de vendas das micro e pequenas empresas (MPEs) da cidade de Lavras-MG. Realizou-se uma pesquisa quantitativa, descritivo-exploratória, através da aplicação de questionários estruturados aplicados a uma amostra de 92 MPEs situadas no município. Os resultados evidenciaram que as MPEs analisadas utilizam as redes sociais digitais como ferramenta de marketing, o que tem contribuído para o aumento da captação de clientes, fidelização dos mesmos e, consequentemente, para o aumento do índice de vendas. Cuando el ambiente se vuelve cada vez más competitivo, las empresas buscan formas diferentes de marketing para conquistar y fidelizar a los clientes en el intento de ampliar sus ventas. En el presente trabajo, el trabajo tuvo como objetivo principal evaluar la eficacia de las redes sociales como estrategia de marketing en la captación, fidelización de clientes y ampliación de ventas de las micro y pequeñas empresas (MPEs) de la ciudad de Lavras-MG. Se realizó una investigación cuantitativa, descriptiva-exploratoria, a través de la aplicación de cuestionarios estructurados aplicados a una muestra de 92 MPEs ubicadas en el municipio. Los resultados evidenciaron que las MPE analizadas utilizan las redes sociales digitales como herramienta de marketing, lo que ha contribuido al aumento de la captación de clientes, la fidelización de los mismos y, consecuentemente, para el aumento del índice de ventas. When the environment becomes increasingly competitive, companies are looking for different forms of marketing to gain and retain customers in an attempt to expand their sales. Therefore, the main objective of this study was to evaluate the effectiveness of social networks as a marketing strategy in the acquisition, customer loyalty and expansion of sales of micro and small enterprises (SMEs) in the city of Lavras-MG. A quantitative, descriptive-exploratory research was carried out through the application of structured questionnaires applied to a representative sample of 92 MPEs located in the municipality. The results showed that the analyzed SMEs use digital social networks as a marketing tool, which has contributed to the increase in customer acquisition, customer loyalty and, consequently, to an increase in the sales index.

When the environment becomes increasingly competitive, companies seek different forms of marketing to win and retain customers in an attempt to expand their sales. Therefore, the present work had as its main objective to evaluate the effectiveness of social networks as a marketing strategy for capturing, customer loyalty and expanding sales of micro and small companies (MSEs) in the city of Lavras-MG. Quantitative, descriptive-exploratory research was carried out, through the application of structured questionnaires applied to a sample of 92 MPEs located in the municipality. The results showed that the MSEs analyzed the use of digital social networks as a marketing tool, which has contributed to increased customer acquisition, and customer loyalty and, consequently, to increase sales rate.