O impacto dos influencers no processo de decisão e compra no Instagram
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2019
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Esta dissertação é elaborada no âmbito do mestrado em gestão de empresas, para obtenção do grau de mestre, tendo como objetivo analisar o impacto dos Influencers no processo de decisão e compra no Instagram. 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.
Esta dissertação 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.
This dissertation is elaborated in the master's degree in business management to obtain the master's degree in order to analyze the impact of Influencers in the decision and purchase process in Instagram. For this, three hypotheses were delineated, and all hypotheses were validated. A questionnaire was applied in the Lisbon and Porto region and online for the whole country, a total of 154 respondents and an interview with an Influencer. Data processing was done with resource to Microsoft Excel 2007. It was found that 58% of the respondents stated that their buying decisions are influenced by Influencers, about 57% of respondents stated that the products presented by Influencers in Instagram arouse their interest and feel the desire to acquire them, which is related with the consumer's susceptibility to Instagram. This allows analyzing how the decision and purchase process is affected by the social networks and its users, which is not covered in classical theory.
This dissertation is elaborated in the master's degree in business management to obtain the master's degree in order to analyze the impact of Influencers in the decision and purchase process in Instagram. For this, three hypotheses were delineated, and all hypotheses were validated. A questionnaire was applied in the Lisbon and Porto region and online for the whole country, a total of 154 respondents and an interview with an Influencer. Data processing was done with resource to Microsoft Excel 2007. It was found that 58% of the respondents stated that their buying decisions are influenced by Influencers, about 57% of respondents stated that the products presented by Influencers in Instagram arouse their interest and feel the desire to acquire them, which is related with the consumer's susceptibility to Instagram. This allows analyzing how the decision and purchase process is affected by the social networks and its users, which is not covered in classical theory.
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Orientação: Felipa Cristina Lopes dos Reis
Palavras-chave
MESTRADO EM GESTÃO DE EMPRESAS, GESTÃO, GESTÃO DE EMPRESAS, REDES SOCIAIS, INSTAGRAM, COMPORTAMENTO DOS CONSUMIDORES, TOMADA DE DECISÃO, MANAGEMENT, BUSINESS MANAGEMENT, SOCIAL NETWORKS, INSTAGRAM, CONSUMER BEHAVIOUR, DECISION MAKING