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Abstract(s)
As Redes Sociais assumiram um papel relevante na sociedade atual. SĂŁo fonte de
proliferação e divulgação de notĂcias, informaçÔes e opiniĂ”es, e como tal, empresas,
criadores e a sociedade em geral utilizam-nas, alimentando-as assim, ao mesmo
tempo que sĂŁo alimentados por elas.
Esta dissertação visa fazer uma revisão de literatura sobre vårios estudos jå
publicados em torno do Instagram e do Consumidor de Moda, seguida de um estudo
sobre a influĂȘncia que as Redes Sociais, em especĂfico o Instagram tem no
comportamento dos consumidores de moda. Abordaremos os mais diversos aspetos,
nomeadamente: o tipo de plataformas de comunicação e interação utilizadas, o
algoritmo do Instagram, bem como alguns estudos sobre a comunicação nas redes
sociais, o impacto que o Instagram traz Ă compra online ou fĂsica e o que leva o
consumidor a comprar e com que frequĂȘncia.
Numa abordagem com um método de estudo quantitativo irei obter conclusÔes sobre
a influĂȘncia que esta rede tem sobre os consumidores de moda.
Social Media has taken a major role in today's society. They are a source of proliferation and dissemination of news, information and opinions, and as such companies, creators and society in general use them, feeding them at the same time that they are fed by them. This dissertation aims to make a literature review on several studies already published around Instagram and fashion consumer, followed by a study on the influence that communications on Instagram social networks have on Fashion consumer behavior. We will address the most diverse aspects, namely: the type of social media platforms used, Instagram's algorithm, as well as some studies on social media communication, the impact that Instagram brings to online or physical purchase, what leads the consumer to buy and how often. In an approach with a quantitative method study, I will conclude on the influence that this network has on fashion consumers.
Social Media has taken a major role in today's society. They are a source of proliferation and dissemination of news, information and opinions, and as such companies, creators and society in general use them, feeding them at the same time that they are fed by them. This dissertation aims to make a literature review on several studies already published around Instagram and fashion consumer, followed by a study on the influence that communications on Instagram social networks have on Fashion consumer behavior. We will address the most diverse aspects, namely: the type of social media platforms used, Instagram's algorithm, as well as some studies on social media communication, the impact that Instagram brings to online or physical purchase, what leads the consumer to buy and how often. In an approach with a quantitative method study, I will conclude on the influence that this network has on fashion consumers.
Description
Keywords
Comunicação Consumidor InfluĂȘncia Instagram Redessociais