O impacto dos influencers no processo de decisão e compra no instagram
Miniatura indisponível
Data
2020
Autores
Título da revista
ISSN da revista
Título do Volume
Editora
Edições Universitárias Lusófonas
Resumo
Este artigo tem como objetivo analisar o impacto dos Influencers no processo de decisão e compra no Instagram. E permite analisar como o processo de decisão e compra é afetado pelas redes socias e os seus utilizadores, que não se encontra abrangido na teoria clássica. Para tal, foram delineadas três hipóteses, sendo que este trabalho possibilitou a validação das mesmas.
Aplicou-se um questionário na região de Grande Lisboa e Grande Porto, e por via online para todo o País, a um total de 154 inquiridos e uma entrevista com uma Influencer. O tratamento dos dados foi efetuado com recursos ao Microsoft Excel 2007.
Verificou-se que, 58% dos inquiridos afirmam que as suas decisões de compra são influenciadas por Influencers, cerca de 57% dos inquiridos afirma que os produtos apresentados por Influencers no Instagram despertam o seu interesse e sentem desejo de os adquirir, o que permite a averiguação da suscetibilidade do consumidor ao Instagram.
This article aims to analyze the impact of Influencers on the decision and purchase process on Instagram. And it allows to analyze how the decision and purchase process is affected by social networks and their users, which is not covered in classical theory. To this end, three hypotheses were outlined, and this work enabled their validation. A questionnaire was applied in the region of Greater Lisbon and Greater Porto, and online for the entire country, to a total of 154 respondents and an interview with an Influencer. Data processing was performed using Microsoft Excel 2007. It was found that 58% of respondents say that their purchasing decisions are influenced by Influencers, about 57% of respondents say that the products presented by Influencers on Instagram arouse their interest and feel the desire to purchase them, which allows the investigation of consumer susceptibility to Instagram. Keywords: Influencers, Instagram, decision and purchase process and consumer behavior
This article aims to analyze the impact of Influencers on the decision and purchase process on Instagram. And it allows to analyze how the decision and purchase process is affected by social networks and their users, which is not covered in classical theory. To this end, three hypotheses were outlined, and this work enabled their validation. A questionnaire was applied in the region of Greater Lisbon and Greater Porto, and online for the entire country, to a total of 154 respondents and an interview with an Influencer. Data processing was performed using Microsoft Excel 2007. It was found that 58% of respondents say that their purchasing decisions are influenced by Influencers, about 57% of respondents say that the products presented by Influencers on Instagram arouse their interest and feel the desire to purchase them, which allows the investigation of consumer susceptibility to Instagram. Keywords: Influencers, Instagram, decision and purchase process and consumer behavior
Descrição
R-LEGO - Revista Lusófona de Economia e Gestão das Organizações
Palavras-chave
INSTAGRAM, COMPORTAMENTO DOS CONSUMIDORES, COMPRAS, CONSUMER BEHAVIOUR, PURCHASE