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Authors
Abstract(s)
Os profissionais de marketing têm vindo a aumentar exponencialmente o seu
interesse nas potencialidades das redes sociais, no aumento progressivo dos seus utilizadores
e no poder dos influencers e do “eletronic word-of-mouth” (eWOM).
O Instagram, na atualidade, de acordo com a Social Media Trends (2019), é a rede
social que mais cresceu este ano, registando um aumento de 27 %.
As empresas, perante este cenário, vêm a oportunidade de estarem presentes na
plataforma em estudo e utilizam as suas características específicas, como a presença dos
influencers e do conceito “passa-a-palavra” (WOM), a seu favor, de modo a criarem
estímulos que motivem os utilizadores a realizar compras online.
Neste sentido, o objetivo deste estudo passa por analisar a influência da plataforma
social Instagram, e das suas características, no comportamento do consumidor,
particularmente quando é persuadido a realizar uma compra online. Desta forma, foi
realizada uma revisão bibliográfica sobre marketing digital, a plataforma Instagram, os
digital influencers e o comportamento do consumidor. Seguiu-se um estudo exploratório,
realizado através de um questionário online distribuído na rede social em estudo, o
Instagram, bem como a análise e discussão dos dados obtidos. O questionário contou com
uma amostra de 230 indivíduos, maioritariamente utilizadores portugueses da plataforma
Instagram.
Em suma, constatamos que há uma alteração e/ou adoção de comportamentos do
consumidor online que está presente no Instagram, sobretudo em relação à informação
transmitida por indivíduos próximos (família, amigos, colegas) e desconhecidos que tenham
experienciado o produto. Os digital influencers moldam as atitudes do consumidor mas,
ainda assim, não chegam ao patamar de influência dos indivíduos anteriormente
mencionados. Os consumidores são maioritariamente influenciados pelo fator “preço”, pelas
opiniões de pessoas próximas, seguida de terceiros, e só depois os digital influencers.
Marketing professionals have been showing exponential interest in the potential of social media, in the progressive increased amount of users and in the power of the influencers and "electronic word-of-mouth" (eWOM). In today’s time, Instagram, according to Social Media Trends (2018), has been the social media platform that grew the most this year, registering an increase of 27%. According to this scenario, companies see an opportunity to be present in the abovementioned platform, and use the specific characteristics, like the presence of influencers and the concept of “word of mouth" (WOM), in their favor, in order to entice consumers to shop online. With this in mind, the objective of this study analyses the influence of the social media platform Instagram, and its characteristics in consumer behavior particularly when enticed to purchase online. In this form, we did a revised biography about digital marketing, the platform Instagram, the digital influencers and customer behavior. We followed with an exploratory study, done through an online questionnaire to Portuguese consumers present in the online platform, as well as analyzing and discussing the data received. The questionnaire has a population sample of 230 individuals, mostly describe as portuguese user of Instagram. In summary, we concluded that there is an alteration and/or adoptive online costumer behavior that is present on Instagram, mainly through shared information through close individuals (family, friends, co-workers) and strangers that have experienced the same product. The digital influencers, mold the consumers attitudes, not more so reaching the same platform of influence from the individuals mentioned before. Majority of the consumers are influenced by the "price" factor, by those that are close to them, followed by tertiary and only then digital influencers.
Marketing professionals have been showing exponential interest in the potential of social media, in the progressive increased amount of users and in the power of the influencers and "electronic word-of-mouth" (eWOM). In today’s time, Instagram, according to Social Media Trends (2018), has been the social media platform that grew the most this year, registering an increase of 27%. According to this scenario, companies see an opportunity to be present in the abovementioned platform, and use the specific characteristics, like the presence of influencers and the concept of “word of mouth" (WOM), in their favor, in order to entice consumers to shop online. With this in mind, the objective of this study analyses the influence of the social media platform Instagram, and its characteristics in consumer behavior particularly when enticed to purchase online. In this form, we did a revised biography about digital marketing, the platform Instagram, the digital influencers and customer behavior. We followed with an exploratory study, done through an online questionnaire to Portuguese consumers present in the online platform, as well as analyzing and discussing the data received. The questionnaire has a population sample of 230 individuals, mostly describe as portuguese user of Instagram. In summary, we concluded that there is an alteration and/or adoptive online costumer behavior that is present on Instagram, mainly through shared information through close individuals (family, friends, co-workers) and strangers that have experienced the same product. The digital influencers, mold the consumers attitudes, not more so reaching the same platform of influence from the individuals mentioned before. Majority of the consumers are influenced by the "price" factor, by those that are close to them, followed by tertiary and only then digital influencers.
Description
Keywords
Internet Comportamento do consumidor Mobile marketing Marketing digital Instagram Digital influencer eWOM