The influence of Instagram on consumer behavior and purchase of home decor Items in Brazil

dc.contributor.authorPereira, Manuel Sousa
dc.contributor.authorCardoso, António
dc.contributor.authorSabino, Eulália
dc.contributor.authorFonseca, Jéssica
dc.contributor.authorSoler, Renan
dc.contributor.authorFaria, Sílvia
dc.date.accessioned2023-05-17T10:21:33Z
dc.date.available2023-05-17T10:21:33Z
dc.date.issued2023-05-12
dc.description.abstractInternet has changed the way people and brands communicate, produce, share content on social media and buy products or services. Several interaction platforms emerged, making it easy for individuals to exchange information. Facebook and Instagram are the most used networks all over the world; Instagram, in particular, has become one of the social networks with the higher number of followers/users, across different ages. The Internet has promoted changes not only in terms of communication, but also in terms of consumer buying behavior. Individuals started buying more online, so it is now essential to clearly understand the consumers’ behavior and perceptions. To buy, they no longer use just websites or marketplaces; social networks that have been updated and allow them to complete a purchase are being widely used. Instagram, due to the exponential growth in the number of followers, is now used as a source of inspiration for the purchase of various items, highlighting decorative items, the subject of this study. We aim to understand the importance of social networks on purchasing decisions, focusing on Instagram commerce, more specifically on buying intention on decoration products in Brazil. The study uses quantitative and descriptive methods. Data collection was carried out through a questionnaire, built on the basis of the literature review carried out. According to the data obtained, it was observed that most women, aged between 25 and 34 who shop online, do access Instagram several times a day, being influenced by the content that is shared on this social network. The study proves the growing importance of Instagram for brands, specifically those that offer articles and services in the area of home decoration.pt_PT
dc.identifier.citationPereira, M. S., Faria, S., Cardoso, A., Sabino, E., Fonseca, J., & Soler, R. (2023). The influence of Instagram on consumer behavior and purchase of home decor Items in Brazil. In J. L. Reis, M. K. Peter, J. A. V. González, & Z. Bogdanovic (Eds.), Marketing and smart technologies: Proceedings of ICMarkTech 2022, v.2 (Smart Innovation, Systems and Technologies, 337), (pp. 709-717). Springer. https://doi.org/10.1007/978-981-19-9099-1_49. Repositório Institucional UPT. http://hdl.handle.net/11328/4768pt_PT
dc.identifier.doihttps://doi.org/10.1007/978-981-19-9099-1_49pt_PT
dc.identifier.isbn978-981-19-9099-1
dc.identifier.issn978-981-19-9098-4
dc.identifier.urihttp://hdl.handle.net/11328/4768
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherSpringerpt_PT
dc.relation.publisherversionhttps://link.springer.com/chapter/10.1007/978-981-19-9099-1_49pt_PT
dc.rightsrestricted accesspt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectInstagrampt_PT
dc.subjectConsumer behaviorpt_PT
dc.subjectSocial networkspt_PT
dc.subjectHome decorationpt_PT
dc.titleThe influence of Instagram on consumer behavior and purchase of home decor Items in Brazilpt_PT
dc.typeconferenceObjectpt_PT
degois.publication.firstPage709pt_PT
degois.publication.lastPage717pt_PT
degois.publication.titleMarketing and smart technologies: Proceedings of ICMarkTech 2022pt_PT
degois.publication.volume2pt_PT
dspace.entity.typePublicationen
person.affiliation.nameREMIT – Research on Economics, Management and Information Technologies
person.familyNameFaria
person.givenNameSílvia
person.identifier.ciencia-id1D19-2036-56AF
person.identifier.orcid0000-0002-7672-3972
person.identifier.ridAEE-0340-2022
person.identifier.scopus-author-id57216458139
relation.isAuthorOfPublication8386d958-d5bd-4108-a2a5-dfb226529fdf
relation.isAuthorOfPublication.latestForDiscovery8386d958-d5bd-4108-a2a5-dfb226529fdf

Ficheiros

Principais
A mostrar 1 - 1 de 1
Nome:
The influence of Instagram on Consumer behavior and Purchase of Home Items in Brazil - mpereiraetalSpringer.pdf
Tamanho:
97.84 KB
Formato:
Adobe Portable Document Format