Marketing & Tourism Review • Belo Horizonte - MG - Brasil • v. 9, n. 1, 2024 NEECIM TUR • Núcleo de Estudos e Estratégias em Comunicação Integrada de Marketing e Turismo • UFMG Recebido em 10.07.2023 Aprovado em 02.10.2023 Avaliado pelo sistema double blind review Editor Científico: Marlusa de Sevilha Gosling DOI: 10.29149/mtr.v9i1.8176 The Promotion of Craft Business Events in Pernambuco: an analysis of the (in)congruences between buyer persona and digital marketing strategies adopted by FENEARTE Isabelle de Fatima Didier Roque Federal University of Pernambuco (UFPE), Brazil isabelle.roque@ufpe.br Anderson Gomes de Souza Federal University of Pernambuco (UFPE), Brazil anderson.gsouza@ufpe.br José William de Queiroz Barbosa Federal University of Rio Grande do Norte (UFRN), Brazil william.queirozb@hotmail.com ABSTRACT Given that one of the most effective digital marketing strategies for attracting audiences to events is understanding customer needs, the use of buyer personas seems to be an important tool for achieving the ideal consumer profile. The aim of this study was therefore to analyse the congruences and incongruities between the digital marketing strategies adopted by the Pernambuco National Handicraft Business Fair and a buyer persona profile proposed for the event. This is therefore an exploratory-descriptive study with a mixed approach, based on the single case study method. In order to define FENEARTE's buyer persona, data was collected from 63 participants at the 22nd edition of the fair. The instrument used was a structured questionnaire made up of 15 questions, divided into 4 sections: demographic data; behavioural data; event-specific data; and transactional data. Data on the digital marketing strategies adopted to promote the event was obtained through documentary research. A total of seventy-seven posts were collected from