VASCONCELOS JÚNIOR, R. M.; http://lattes.cnpq.br/6048257823302503; VASCONCELOS JÚNIOR, Renato Meira.
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.