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Publication
influência percebida do Instagram na intenção de compra de moda feminina: o caso da geração Y
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.94 MB | Adobe PDF |
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Abstract(s)
Este estudo enquadra-se na área do marketing digital e tem como objetivo perceber de que forma as publicações no Instagram influenciam a intenção de compra de produtos de moda feminina na perspetiva das consumidoras da geração Y. Na revisão da literatura foram abordados temas que, de alguma forma, estão relacionados com este estudo, tal como o comportamento do consumidor, as características das gerações de consumo, dados acerca das redes sociais e do Instagram, influenciadores de opinião, e ainda a influência do contexto visual de imagens. Para a realização deste estudo foi utilizada uma metodologia qualitativa, uma vez que é a metodologia que mais se enquadra na recolha de dados relativos a motivações, comportamentos e atitudes. Foi utilizado como instrumento de recolha de dados a entrevista semiestruturada e feitas entrevistas a 10 participantes. Os resultados deste estudo sugerem que a perspetiva das participantes é significativamente alterada, devido a diversos fatores, quando confrontadas com fotografias publicadas no Instagram.
This study fits in the area of digital marketing and its purpose is to understand how the posts on Instagram influence the intention to purchase women's fashion products from a generation Y perspective. The literature review include themes that are related to this study, such as consumer behavior, consumer characteristics, data about social networks and Instagram, opinion leaders, as well as the influence of the visual content of images. For the achievement of this study a qualitative methodology was used, since it is the methodology that most fits in the collection of data concerning motivations, behaviors and attitudes. The semi-structured interview was used as a data collection instrument in which 10 participants were interviewed. The results of this study suggest that the participant’s perspective is significantly altered due to several factors when confronted with photographs published on Instagram.
This study fits in the area of digital marketing and its purpose is to understand how the posts on Instagram influence the intention to purchase women's fashion products from a generation Y perspective. The literature review include themes that are related to this study, such as consumer behavior, consumer characteristics, data about social networks and Instagram, opinion leaders, as well as the influence of the visual content of images. For the achievement of this study a qualitative methodology was used, since it is the methodology that most fits in the collection of data concerning motivations, behaviors and attitudes. The semi-structured interview was used as a data collection instrument in which 10 participants were interviewed. The results of this study suggest that the participant’s perspective is significantly altered due to several factors when confronted with photographs published on Instagram.
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Keywords
Moda Instagram Influência Geração Y