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A influência da publicidade paga na intenção de compra dos jovens adultos na plataforma Instagram
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| 2.5 MB | Adobe PDF |
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Abstract(s)
Com o crescente uso das redes sociais, o Instagram consolidou-se como uma das plataformas digitais mais influentes para a promoção de produtos e interação direta entre marcas e jovens adultos. Neste contexto, a plataforma oferece não apenas um espaço de comunicação, mas também um ambiente dinâmico onde a publicidade pode ser altamente segmentada e personalizada, maximizando o seu alcance e relevância. Este estudo procura entender de que forma a publicidade paga no Instagram impacta o comportamento de compra dos jovens adultos, investigando uma série de fatores ligados à atitude face à publicidade que influenciam essa relação, como a credibilidade atribuída aos anúncios, o grau de personalização dos mesmos, os apelos emocionais e racionais utilizados, a utilidade percebida, e a frequência e facilidade de uso. Ao explorar o impacto destas variáveis na intenção de compra, este trabalho contribui para uma compreensão mais aprofundada sobre as dinâmicas que orientam o comportamento dos jovens consumidores, fornecendo insights relevantes para as estratégias de marketing digital voltadas para este segmento. Através de uma abordagem quantitativa, suportada por um questionário online, foram recolhidos dados de uma amostra de conveniência de 267 participantes. Os resultados indicam que as atitudes face à publicidade no Instagram influenciam significativamente a intenção de compra dos jovens adultos, reforçando o papel central da publicidade paga no processo de decisão de compra.
With the growing use of social media, Instagram has established itself as one of the most influential digital platforms for product promotion and direct interaction between brands and young adults. In this context, the platform not only provides a communication space but also a dynamic environment where advertising can be highly targeted and personalized, maximizing its reach and relevance. This study seeks to understand how paid advertising on Instagram impacts young adults’ purchasing behavior by investigating a range of advertising-related attitude factors that influence this relationship, such as perceived ad credibility, degree of personalization, emotional and rational appeals, perceived usefulness, and frequency and ease of use. By exploring the impact of these variables on purchase intention, this research contributes to a deeper understanding of the dynamics that guide young consumers’ behavior, providing valuable insights for digital marketing strategies targeting this segment. Through a quantitative approach, supported by an online questionnaire, data were collected from a convenience sample of 267 participants. The findings indicate that attitudes towards advertising on Instagram significantly influence young adults' purchase intentions, reinforcing the central role of paid advertising in the decision-making process.
With the growing use of social media, Instagram has established itself as one of the most influential digital platforms for product promotion and direct interaction between brands and young adults. In this context, the platform not only provides a communication space but also a dynamic environment where advertising can be highly targeted and personalized, maximizing its reach and relevance. This study seeks to understand how paid advertising on Instagram impacts young adults’ purchasing behavior by investigating a range of advertising-related attitude factors that influence this relationship, such as perceived ad credibility, degree of personalization, emotional and rational appeals, perceived usefulness, and frequency and ease of use. By exploring the impact of these variables on purchase intention, this research contributes to a deeper understanding of the dynamics that guide young consumers’ behavior, providing valuable insights for digital marketing strategies targeting this segment. Through a quantitative approach, supported by an online questionnaire, data were collected from a convenience sample of 267 participants. The findings indicate that attitudes towards advertising on Instagram significantly influence young adults' purchase intentions, reinforcing the central role of paid advertising in the decision-making process.
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Keywords
Redes sociais Publicidade paga Intenção de compra Jovens adultos Instagram Social media Paid advertising Purchase intention Young adults