Credibilidade das mídias sociais como marketing digital contábil : as trends do TikTok e do Instagram como meio de divulgação

Abstract

This article aims to analyze the credibility of accounting professionals with the use of social media as Digital Accounting Marketing, bringing the perception of accountants, from the State of Mato Grosso, about the use of "dances" contained in Tik Tok and Instagram Trends, and if this type of content complies with the Accounting Ethics Code. To achieve this goal, the research was classified as descriptive, quantitative, in the form of a survey, through the application of a questionnaire with accountants, consumers of social networks. Digital Marketing has undergone significant changes due to advances in technologies, especially during the new Covid-19 pandemic. Digital tools, Tik Tok and Instagram, are fundamental for democratizing the position of hierarchy between company and client. In this way, the company became what they say about it, not what it says about itself. Corresponding to this, the Brazilian population is one of the largest users of social networks in the world, there are more than 150 million users and the rate of users per total inhabitants is 70.3%. In view of this, the results found show that, although most of the respondents use and consume content from social networks, there are some restrictions that the professional should not overcome, such as the use of "dancing" as a way of attracting customers.