This is an outdated version published on 2020-09-10. Read the most recent version.

Determining factors in the use of instagram for consumption intention

Authors

DOI:

https://doi.org/10.15665/dem.v18i3.2235

Abstract

Social networks are proving to be a strategic instrument of competitive advantage. The study aims to analyze the influence between the frequency of use, the perceived utility and the ease of use of Instagram in relation to the consumer's intention to buy. An online survey was conducted with 262 users. The data were interpreted using exploratory factor analysis and multiple linear regression to determine the relationship between the respective factors. The results showed that the frequency of use, the perceived utility and the ease of use have a positive effect on the intention to buy through Instagram.

Author Biographies

César Ricardo Maia de Vasconcelos, Potiguar University (UnP)

PhD in Administration – Université Pierre Mendes-France – Grenoble II - Host institution: Potiguar University (UnP), Postgraduate Program in Management

ARICIA MORAIS DE MEDEIROS

Master in Business Administration from Potiguar University. Relationship Manager at Banco do Brasil SA. in Rio Grande do Norte.

ÊNIO VINÍCIUS BARACHO EDUARDO

Master in Business Administration from Potiguar University (UnP). Credit Center Manager (credit statement) at Banco do Nordeste do Brasil.

LUIZ ANTONIO FELIX JÚNIOR, Instituto Federal de Alagoas (IFAL)

Master in Accounting Sciences from the Federal University of Pernambuco (PPGCON / UFPE); PhD student Doctorate in Business Administration from Potiguar University (PPGA / UnP); Professor at the Federal Institute of Alagoas (IFAL)

CAROLINA BARBOSA MONTENEGRO, Potiguar (UnP)

Master in Business Administration from Potiguar University; PhD student in Business Administration from Potiguar University (UnP); Manager of the Senac Educational Center - Barreira Roxa School Hotel in Rio Grande do Norte.

References

Abreu, I. M. A (2016) Influência do celebrity endorsement nas atitudes do consumidor: o contexto do Instagram. Dissertação (Mestrado em Administração) – Lisboa: ISCTE-IUL. Disponível em: http://hdl.handle.net/10071/13487. Acesso em: 14 mar. 2019.

Agnihotri, R.; Dingus, R.; Hu, M. Y. & Krush, M. T. (2016) Social media: Influencing customer satisfaction in B2B sales. Industrial Marketing Management, 53, 172-180. DOI: 10.1016/j.indmarman.2015.09.003.

Alsaleh, D.; Elliott, M.; Fu, F. & Thakur, R. (2019) Cross-cultural differences in the adoption of social media. Journal of Research in Interactive Marketing, 13(1), 119-140, 2019. DOI: 10.1108/JRIM-10-2017-0092.

Aragão, F. B. P.; Farias, F. G.; Mota, M. O. & Freitas, A. A. F. (2016) Curtiu, comentou, comprou. A mídia social digital Instagram e o consumo. Revista Ciências Administrativas, 22(1), 130-161. DOI: 10.5020/2318-0722.2016.v22n1p130.

Arnaud, L.; Mangini, E. R.; Barros, T. F. & Urdan, A. T. (2016) A Rede Supermarket na era do marketing: um caso de Mídias Sociais. Caderno Profissional de Administração da UNIMEP, 6(2), 118-135. Disponível em: http://www.cadtecmpa.com.br/ojs/index.php/httpwwwcadtecmpacombrojsindexphp/article/view/134. Acesso em: 14 mar. 2019.

Baker, S. A. & Walsh, M. J. (2018) Good Morning Fitfam’: Top posts, hashtags and gender display on Instagram. New Media & Society, 20(12), 4553-4570. DOI: 10.1177/1461444818777514.

Barbosa, M. W. & Santana, R. C. (2012) Uma revisão sistemática de ferramentas de construção de objetos de aprendizagem. Cadernos de Educação, Tecnologia e Sociedade, 3(1), 16-24, 2012. DOI: 10.14571/cets.v3i1.155.

Bashir, A.; Wen, J.; Kim, E. & Morris, J.D. (2018) The Role of Consumer Affect on Visual Social Networking Sites: How Consumers Build Brand Relationships. Journal of Current Issues and Research in Advertising, 39(2), 178-191. DOI: 10.1080/10641734.2018.1428250.

Brivot, M.; Gendron, Y. & Guenin, H. (2017) Reinventing organizational control: meaning contest surrounding reputational risk controllability in the social media area. Account, Audit & Accountability Journal, 30(4), 795–820. DOI: 10.1108/AAAJ-06-2015-2111.

Caputo, F.; Buhnova, B.; Evangelista, F. & Russo, G. A. (2017) Systems View of Companies’ Communication in Online Social Environments. Journal of Organisational Transformation & Social Change, 14(1), 21–38. DOI: 10.1080/14779633.2017.1291144.

Cavallo, J. G. & Mendonça, S. A. T. A (2015) Importância das redes sociais nas decisões organizacionais: um estudo sobre a fidelização de clientes. Administração de Empresas em Revista, 14(15), 143-165.

Chung, N. & Koo, C. (2015) The use of social media in travel information search. Telematics and Informatics, 32(2), 215-229. DOI: 10.1016/j.tele.2014.08.005.

Cooley, D. & Parks-Yancy, R. (2019) The Effect of Social Media on Perceived Information Credibility and Decision Making. Journal of Internet Commerce, 18(3), 249-269. DOI: 10.1080/15332861.2019.1595362.

Costa, T. (2019) Quais são as redes sociais mais usadas no Brasil? 2018. Disponível em: https://rockcontent.com/blog/redes-sociais-mais-usadas-no-brasil/. Acesso em: 14 mar. 2019.

Davis, F. D.; Bagozzi, R. P. & Warshaw, P. R. (1989) User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35, 982–1003. DOI: 10.1287/mnsc.35.8.982.

Davis, F.D. (1989) Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. Management Information Systems Research Center, 13(3), 319-340. DOI: 10.2307/249008

Demek, K D.; Raschke, R. L.; Janvrin, D. I. & Dilla, W. N. (2018) Do organizations use a formalized risk management process to address social media risk? International Journal of Accounting Information Systems, 28, 31-44. DOI: 10.1016/j.accinf.2017.12.004.

Duffet, R.G. (2015) The influence of Facebook advertising on cognitive attitudes amid Generation Y. Electronic Commerce Research, 15(2), 243-267. DOI: 10.1007/s10660-015-9177-4

Dunn, K. (2016) Investigating Social Media Strategies by Brands on Facebook and Instagram. Disponível em: http://iiespace.iie.ac.za/bitstream/handle/11622/145/K%20DUNN%20Vega%20Research%20Report%20Final%20Doc%20%2024Oct%202016.pdf?sequence=1&isAllowed=y. Acesso em: 15 jun. 2019.

Ellison, N. B.; Steinfield, C. & Lampe, C. (2007) The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Site. Journal of Computer-Mediated Communication, 12(4), 1143-1168. DOI: 10.1111/j.1083-6101.2007.00367.x

Godoy, E. M. S. & Daolio, R. P. G. (2017) Porque as empresas devem estar na Internet. Revista Gestão em Foco, 9, 108-131.

González, F. J. M., Locoba, S. R., Mera, A. C. & Loureiro, S. C. (2017) Determinantes de la intención de uso de Facebook en el proceso de decisión de compra. Investigaciones Europeas de Dirección y Economía de la Empresa, 21(1), 26-34, 2017.

Guimarães, J.C.F.; Severo, E.A. & Vasconcelos, C.R.M. (2018) The influence of entrepreneurial, market, knowledge management orientations on cleaner production and the sustainable competitive advantage. Journal of Cleaner Production, 174, 1653–1663. DOI: 10.1016/j.jclepro.2017.11.074.

Ha, Y.; Kim, J.; Won, D.; Cha, M. & Joo, J. (2018) Characterizing clickbaits on Instagram. In: Twelfth International AAAI Conference on Web and Social Media. Disponível em: http://www.sscnet.ucla.edu/comm/jjoo/web/icwsm18-clickbait-instagram.pdf

Högberg, K. (2017) Challenges of social media marketing-an explorative international study of hotels. International Journal of Technology Marketing, 12(2), 127-141, 2017. DOI: 10.1504/IJTMKT.2017.083372.

Hudson, S.; Huang, L.; Roth, M. S. & Madden, T. (2016) The influence of social media interactions on consumer-brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), 27-41. DOI: 10.1016/j.ijresmar.2015.06.004.

Hwang, H. S. & Cho, J. (2018) Why Instagram? Intention to Continue Using Instagram Among Korean College Students. Social Behavior and Personality, 46(8), 1305–1316. DOI: 10.2224/sbp.6961.

Istania, F.; Pratiwi, I.P.; Yasmine, M.F. & Ananda, A.S. (2019) Celebrities and celebgrams of cosmetics: The mediating effect of opinion leadership on the relationship between instagram profile and consumer behavioral intention. International Journal of Scientific and Technology Research, 8(8), 75-86.

Jin, S.V.; Muqaddam, A. & Ryu, E. (2019) Instafamous and social media influencer marketing. Marketing Intelligence and Planning, 37(5), 567-579. DOI: 10.1108/MIP-09-2018-0375.

Khedhaouria, A.; Beldi, A. & Belbaly, N. (2013) The moderating effect of gender on continuance intention for mobile Internet services (MIS). Systèmes d’Information et Management, 18, 117–137. DOI: 10.3917/sim.133.0117.

Ki, C. W. & Kim, Y. K. (2019) The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology and Marketing, 36(10) 905-922. DOI: 10.1002/mar.21244.

Kim, J.-I.; Lee, H. C. & Kim, H. J. (2004) Factors affecting online search intention and online purchase intention. Seoul Journal of Business, 10(2), 27-48. Disponível em: <http://s-space.snu.ac.kr/bitstream/10371/1809/1/SJBv10n2_027.pdf> [Consult. 20 de February 2018].

Kim-Chan, W. & Mauborgne, Renee (2019). A Estratégia do Oceano Azul. Como Criar Novos Mercados e Tornar a Concorrência Irrelevante. Edição Estendida do Best-Seller Internacional. Rio de Janeiro: Sextante.

Konstantopoulou, A.; Rizomyliotis, I.; Konstantoulaki, K. & Badahdah, R. (2019) Improving SMEs’ competitiveness with the use of Instagram influencer advertising and eWOM. International Journal of Organizational Analysis, 27(2), 308-321. DOI: 10.1108/IJOA-04-2018-1406.

Kotsenas, A. L., Arce, M., Aase, L., Timimi, F. K., Young, C. & Wald, J. T. The strategic imperative for the use of social media in health care. Journal of the American College of Radiology, 15(1), 155-161. DOI: 10.1016/j.jacr.2017.09.027.

Lima, F. F. de A. (2012) O Comércio Electrónico e as Plataformas B2C e C2C: contribuições para o estudo do comportamento do consumidor on-line. Dissertação (Mestrado em Publicidade e Marketing), Escola Superior de Comunicação Social, Lisboa, 2012. Disponível em: https://repositorio.ipl.pt/bitstream/10400.21/1990/1/Disserta%C3%A7%C3%A3o.pdf

Mariano, A. M.; Santos, M. R.; Cobbe, P. & Souza, R. L. (2017) Antecedentes do marketing boca a boca digital efetivo: um estudo aplicado ao Instagram. VII Simpósio de Engenharia de Produção do Vale do São Francisco. Disponível em: www.researchgate.net/publication/315143746_ANTECEDENTES_DO_MARKETING_BOCA_A_BOCA_DIGITAL_EFETIVO_UM_ESTUDO_APLICADO_AO_INSTAGRAM. Acesso em: 13 abr. 2019.

Mathur, M. (2018) Quantifying the long-term effect of social media. International Journal of Internet Marketing and Advertising, 12(1), 19-39. DOI: 10.1504/IJIMA.2018.089197.

Nunes, R. H.; Ferreira, J. B.; De Freitas, A. S. & Amos, F. L. (2018) Efeitos das recomendações de líderes de opinião em mídias sociais sobre a intenção de compra de seus seguidores. Revista Brasileira de Gestão de Negócios-RBGN, 20(1), 57-73. DOI: 10.7819/rbgn.v20i1.3678.

Paletta, F. C.; Silva, L. G. & Santos, T. (2017) Informação empresarial: conceitos de relevância e pertinência aplicados a mídias sociais. RBBD. Revista Brasileira de Biblioteconomia e Documentação, 13(1), 2-14. DOI: 10.22478/ufpb.1981-0695.2017v12n2.36622.

Pikkarainen, T.; Pikkarainen, K.; Karjaluoto, H. & Pahnila, S. (2004) Consumer acceptance of online banking: an extension of the technology acceptance model. Internet Research, 14(3), 224-235. DOI: 10.1108/10662240410542652.

Putri, J. W. (2015) Factors Affecting Customers Online Search Intention and Online Purchase Intention using Social Networks: Case Study of Online Shop on Instagram. iBuss Management, 3(2), 232-240, 2015.

Scott, P. R. & Jacka, J. M. (2011) Auditing Social Media: A Governance and Risk Guide. New Jersy: John Wiley & Sons, 2011.

Seller, M. L. & Laurindo, F. J. B. (2018) Brand community or electronic word-of-mouth: what’s the goal of company presence insocial media? Gestão & Produção, 25(1), 191-203. Disponível em: www.scielo.br/scielo.php?script=sci_arttext&pid=S0104-530X2018000100191&lng=en&nrm=iso. Acesso em: 14 mar. 2019.

Severo, E. A.; Guimarães, J.C.F. & Dorion, E.C.H. (2018) Cleaner production, social responsibility and eco-innovation: Generations’ perception for a sustainable future. Journal of Cleaner Production, 186, 91–103. DOI: 10.1016/j.jclepro.2018.03.129>.

Sheldon, P. & Bryant, K. (2016) Instagram: Motives for its use and relationship to narcissism and contextual age. Computers in human Behavior, 58, 89-97. DOI: 10.1016/j.chb.2015.12.059.

Silva Marques, L. K. & Vidigal, F. (2018) Prosumers e redes sociais como fontes de informação mercadológica: uma análise sob a perspectiva da inteligência competitiva em empresas brasileiras. Transinformação, 30(1), 1-14. DOI: 10.1590/2318-08892018000100001.

Silva, A. C. R. (2017) Os determinantes da intenção de compra dos consumidores através do Instagram. Dissertação (Mestrado em Publicidade e Marketing) – Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social. Disponível em: https://repositorio.ipl.pt/bitstream/10400.21/8312/1/Tese%20de%20mestrado_%20Ana%20Claudia%20Silva_%20versao%20final3.pdf

Silva, A. R. S. B. (2017) Celebrity endorsement no contexto do Instagram e o seu efeito na intenção de compra. Dissertação (Mestrado em Economia e Gestão) – Instituto Superior de Economia e Gestão. Disponível em: https://www.repository.utl.pt/handle/10400.5/14716

Smith, S. P. (2018) Instagram abroad: performance, consumption and colonial narrative in tourism. Postcolonial Studies, 21(2), 172-191. DOI: 10.1080/13688790.2018.1461173.

Stephen, A. T. (2016) The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, 17-21. DOI: 10.1016/j.copsyc.2015.10.016.

Ting, C. T. (2014) A study of motives, usage, self-presentation and number of followers on Instagram. Discovery–SS student e-journal, 3, 1-35.

Valentim, M. L. P. (2016) Diferentes abordagens sobre o tema inteligência organizacional e gestão do conhecimento. Perspectivas em Gestão & Conhecimento, 6(1), 1-2, 2016.

Widjajanta, B.; Senen, S.H.; Masharyono, M.; Lisnawati, L. & Anggraeni, C.P. (2018) The impact of social media usage and self-esteem on conspicuous consumption: Instagram user of Hijabers Community Bandung member. International Journal of eBusiness and eGovernment Studies, 10(2), 1-13.

Yu, C. -E. & Sun, R. (2019) The role of Instagram in the UNESCO's creative city of gastronomy: A case study of Macau. Tourism Management, 75, 257-26. DOI: DOI: 10.1016/j.tourman.2019.05.011.

Zomorodian, S. & Lu, Y. (2019) How Social Media Increase Selling Trend in Clothes Industry? (Case Study: Selling Brand Clothes Named Cotton in Iran via Instagram). Revista Gestão & Tecnologia, 19(1), 57-72, 2019. Disponível em: http://revistagt.fpl.edu.br/get/article/view/1537. Acesso em: 14 mar. 2019.

Published

2020-08-05 — Updated on 2020-09-10

Versions

How to Cite

Vasconcelos, C. R. M. de, MEDEIROS, A. M. D., BARACHO EDUARDO , ÊNIO V., FELIX JÚNIOR, L. A., & MONTENEGRO, C. B. (2020). Determining factors in the use of instagram for consumption intention. Dimensión Empresarial, 18(3). https://doi.org/10.15665/dem.v18i3.2235 (Original work published August 5, 2020)

Issue

Section

RESEARCH RESULTS ARTICLES

Most read articles by the same author(s)