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Abstract(s)
Os constantes avanços digitais na última década vieram revolucionar a forma como as marcas comunicam com o seu público-alvo. Os consumidores conseguem facilmente aceder à informação que necessitam, independentemente da sua localização, através da Internet. Como tal, tornou-se imperativo para as marcas construírem uma presença digital, nomeadamente nas redes sociais, que lhes permita trabalhar a sua audiência através da análise dos dados da mesma que possibilitam a elaboração de estratégias de acordo com as preferências dos seus consumidores. Assim, é fundamental compreender de que forma as redes sociais, neste caso o Instagram, influenciam a intenção de compra dos seus consumidores.
Este estudo tem como principal objetivo compreender a influência das Social Media Marketing Activities do Instagram na intenção de compra dos consumidores da marca SuperBock assim como, identificar quais as SMMA da marca SuperBock que mais se destacam para os consumidores. Como tal, serão abordadas todas as dimensões de SMMA (Entretenimento, Interação, Tendências, Personalização, Publicidade, Intensidade de e-Wom, Valor Emocional de e-Wom e Conteúdo de e-Wom) assim como a rede social Instagram, a indústria da cerveja, a marca SuperBock e a intenção de compra dos consumidores.
Seguiu uma metodologia quantitativa com recurso a questionário online. A amostra foi não probabilistica, por conveniência, constituída por 202 indivíduos.
Os resultados obtidos mostram que todas as SMMA no Instagram da SuperBock influenciam positivamente a intenção de compra dos seus consumidores, sendo que a dimensão “publicidade” apresenta um maior impacto positivo para os inquiridos seguido-se as dimensões “valor emocional de e-wom” e “intensidade de e-wom”. Simultaneamente, as dimensões de e-Wom também influenciam a intenção de compra dos consumidores.
The digital advances in the last decade have revolutionized the way brands communicate with their audience. Consumers can easily access the information they need, regardless of their location, through the internet. Therefore, it has become imperative for brands to build a digital presence, particulary on social networks, that allows them to work with their audience by analyzing their data and developing strategies according to their consumers preferences. Thus, it is critical to understand how social media, in this case Instagram, influences your consumers purchase intention. The main goal of this study is to understand the influence of Instagram Social Media Marketing Activities on the purchase intention of SuperBock brand consumers as well as, identify which of the Instagram SMMA have the most impact in their purchase decison. Therefore, this study will address all the SMMA dimensions (Entertainment, Interaction, Trends, Personalization, Advertising, e-Wom Intensity, e-Wom Valance, e-Wom Content) as well as the social network Instagram, the beer industry, the SuperBock brand and the consumer purchase intention. This research followed a quantitative methodology, so in order to collect the necessary data, an online questionnaire was created. Thus, the sample used in this study is non-probabilistic, by convenience, consisting of 202 individuals. The results obtained showed that all SuperBock Instagram SMMA have a positive influence on their consumers purchase intention, with the dimension “advertising” showing the greatest impact for the respondents followed by the dimensions “e-Wom valance” and “e-Wom intensity”. At the same time, it was concluded that e-Wom dimensions also influence consumers purchase intetion.
The digital advances in the last decade have revolutionized the way brands communicate with their audience. Consumers can easily access the information they need, regardless of their location, through the internet. Therefore, it has become imperative for brands to build a digital presence, particulary on social networks, that allows them to work with their audience by analyzing their data and developing strategies according to their consumers preferences. Thus, it is critical to understand how social media, in this case Instagram, influences your consumers purchase intention. The main goal of this study is to understand the influence of Instagram Social Media Marketing Activities on the purchase intention of SuperBock brand consumers as well as, identify which of the Instagram SMMA have the most impact in their purchase decison. Therefore, this study will address all the SMMA dimensions (Entertainment, Interaction, Trends, Personalization, Advertising, e-Wom Intensity, e-Wom Valance, e-Wom Content) as well as the social network Instagram, the beer industry, the SuperBock brand and the consumer purchase intention. This research followed a quantitative methodology, so in order to collect the necessary data, an online questionnaire was created. Thus, the sample used in this study is non-probabilistic, by convenience, consisting of 202 individuals. The results obtained showed that all SuperBock Instagram SMMA have a positive influence on their consumers purchase intention, with the dimension “advertising” showing the greatest impact for the respondents followed by the dimensions “e-Wom valance” and “e-Wom intensity”. At the same time, it was concluded that e-Wom dimensions also influence consumers purchase intetion.
Description
Keywords
SMMA SuperBock e-Wom Intenção de Compra Purchase intention