O uso de filtros e pistas sociais na promoção de produtos no Instagram.

Abstract

This research had the objective of understand how the use of digital image filters and social presence while marketing a product on Instagram may influence the potential consumer perception of quality and social value, especially on consumers at young age. We approached this research in a experimental manner, through analysis of 149 responses from young consumers. On the ground of our results, we can infer that social presence of the product has a significant impact on customer purchase intention, even if the use of a particular digital image filters on isolation do not have any significant impact. As so, this research contribute to the consumer behavior understanding on social media, primarily on those of mainly visual content, as Instagram – since we have demonstrated how much impact this presence has on young consumers.