Aproximação ao Pinterest e ao Instagram como fatores de influência de consumo para os jovens adultos
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2023
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As redes sociais ocupam hoje uma centralidade sem precedentes nas sociedades desenvolvidas. A par disso, são um dos maiores elos de ligação, de inspiração e de comunicação entre os seus utilizadores, especialmente no mundo da moda. Tendo isto em conta, este estudo visa investigar as redes sociais, Instagram e Pinterest, como fatores de influência de consumo para os jovens adultos. O objetivo deste estudo é, portanto, entender se estas redes sociais, através dos seus formatos e conteúdos, conseguemlevar os utilizadores a definir os seus conceitos de moda e a comprar determinados produtos. A investigação foi realizada com base em duas sessões de focus group e na análise de conteúdo das redes sociais, Instagram e Pinterest, de duas marcas de moda. Os resultados obtidos sugerem que os utilizadores destas redes sociais são inevitavelmente influenciados pelos amigos, família, influencers e celebridades e que por isso acabam por ser aliciados a comprar aquilo que lhes é sugerido por estes. Ainda assim concluem que a decisão final de compra pode estar dependente de outras variáveis e que por isso esta acaba por ser pessoal. Em suma, podemos afirmar que o Instagram e o Pinterest são uma fonte de inspiração e influência no mundo da moda e que inevitavelmente levam as pessoas a comprar.
Palavras chave: Marketing digital, Instagram, Pinterest, moda e consumo
Social media today occupies an unprecedented centrality in developed societies. Alongside this, they are one of the greatest links of connection, inspiration and communication between their users, especially in the world of fashion. With this in mind, this study aims to investigate the social networks, Instagram and Pinterest, as influential consumption factors for young adults. The aim of this study is therefore to understand whether these social networks, through their formats and content, can lead users to define their fashion concepts and buy certain products. The research was conducted based on two focus group sessions and content analysis of the social networks, Instagram and Pinterest, of two fashion brands. The results obtained suggest that users of these social networks are inevitably influenced by friends, family, influencers and celebrities and therefore end up being enticed to buy what is suggested to them by these. Even so, they conclude that the final decision to purchase may be dependent on other variables and therefore this ends up being personal. In short, we can say that Instagram and Pinterest are a source of inspiration and influence in the fashion world and that inevitably lead people to buy. Key words: Digital marketing, Instagram, Pinterest, fashion and consumption
Social media today occupies an unprecedented centrality in developed societies. Alongside this, they are one of the greatest links of connection, inspiration and communication between their users, especially in the world of fashion. With this in mind, this study aims to investigate the social networks, Instagram and Pinterest, as influential consumption factors for young adults. The aim of this study is therefore to understand whether these social networks, through their formats and content, can lead users to define their fashion concepts and buy certain products. The research was conducted based on two focus group sessions and content analysis of the social networks, Instagram and Pinterest, of two fashion brands. The results obtained suggest that users of these social networks are inevitably influenced by friends, family, influencers and celebrities and therefore end up being enticed to buy what is suggested to them by these. Even so, they conclude that the final decision to purchase may be dependent on other variables and therefore this ends up being personal. In short, we can say that Instagram and Pinterest are a source of inspiration and influence in the fashion world and that inevitably lead people to buy. Key words: Digital marketing, Instagram, Pinterest, fashion and consumption
Descrição
Orientação: Marco Ribeiro Lamas
Palavras-chave
MESTRADO EM COMUNICAÇÃO, REDES E TECNOLOGIAS, MARKETING DIGITAL, DIGITAL MARKETING, INSTAGRAM, PINTEREST, MODA, FASHION, CONSUMO, CONSUMPTION