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Authors
Advisor(s)
Abstract(s)
Este estudo está inserido na área do marketing digital, mais precisamente no campo dos social media, e tem como tema principal a influência que o Instagram tem na intenção de compra dos consumidores. Para tal, serviu-se de conceitos base como é o caso da sociedade da informação e do conhecimento, da Web 2.0, Social Media, Redes Sociais e S-Commerce.
Tendo como finalidade, perceber de que forma o Instagram influencia a intenção de compra do consumidor, foi analisada a frequência com que os utilizadores visitam a rede social, a utilidade percebida da plataforma, assim como a sua facilidade de uso, as atitudes e os motivos dos utilizadores, e por fim, os influenciadores sociais e o word-of-mouth.
Com o intuito de avaliar o impacto que as redes sociais exercem na intenção de compra do consumidor, e tendo como referência máxima o Instagram, uma rede social com bastante notoriedade em Portugal, foi aplicada uma metodologia quantitativa, que se caracterizou pela realização de um inquérito por questionário a 162 inquiridos.
Depois da análise deste estudo, conclui-se que os motivos de utilização, as atitudes e o word-of-mouth produzem um efeito significativo sobre a intenção de compra por intermédio do Instagram.
ABSTRACT: Digital marketing and more precisely social media is the area of analysis of this study. The text mainly focuses on the consumer’s purchasing intention influence in Instagram. For this purpose, concepts as “The Network Society”, “Web 2.0”, “Social Media”, “Social Networks” and “S-Commerce” were developed. In order to understand the impact Instagram has on the consumer's purchase intention, subjects as frequency with which users visit Instagram, perceived value, ease of use, attitudes and motives, and finally, social influencer factors and word-of-mouth should be covered by this dissertation. To evaluate the impact that social networks have on consumers’ purchase intentions, and having Instagram as a reference, a social network with a lot of awareness in Portugal, a quantitative methodology was applied, which was materialized by a survey by questionnaire to 162 respondents. After analyzing this study, it was concluded that motives of use, attitudes and word-of-mouth have a significant effect on the purchase intention through Instagram.
ABSTRACT: Digital marketing and more precisely social media is the area of analysis of this study. The text mainly focuses on the consumer’s purchasing intention influence in Instagram. For this purpose, concepts as “The Network Society”, “Web 2.0”, “Social Media”, “Social Networks” and “S-Commerce” were developed. In order to understand the impact Instagram has on the consumer's purchase intention, subjects as frequency with which users visit Instagram, perceived value, ease of use, attitudes and motives, and finally, social influencer factors and word-of-mouth should be covered by this dissertation. To evaluate the impact that social networks have on consumers’ purchase intentions, and having Instagram as a reference, a social network with a lot of awareness in Portugal, a quantitative methodology was applied, which was materialized by a survey by questionnaire to 162 respondents. After analyzing this study, it was concluded that motives of use, attitudes and word-of-mouth have a significant effect on the purchase intention through Instagram.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Marketing digital Redes sociais Social media Instagram Web 2.0 Intenção de compra Digital marketing Social networks sites Purchase intention
Citation
SILVA, Ana Cláudia Rodrigues da - Os determinantes da intenção de compra dos consumidores através do Instagram. Lisboa: IPL, Escola Superior de Comunicação Social, 2017. Dissertação de mestrado.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social