A compra por impulso online sob influência da publicidade nas redes sociais

• Main Author: Sousa, Miguel José Ribeiro
• Publication Date: 2021
• Format: Master thesis
• Language: por
• Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
• Download full: http://hdl.handle.net/10400.22/19134
• topic: Publicidade online; Redes sociais; Consumidores online; Compra por impulso; Online advertising; Social networks; Online consumers; Impulse buying

Social networks have revolutionized the way consumers and brands communicate and interact. With its popularity and the growing investment of companies in advertising on social media, it has become important to understand how online consumers perceive online advertising on these platforms, how it positively influences their attitudes towards it and how this can lead to an online impulse purchase. This dissertation begins with a literature review on the topic of advertising on social media. Some specific items will be focus on, such as hedonic navigation on social networks, the value perceived by consumers through advertising, the perceived novelty that they get from it and the credibility it conveys to them in order to understand how these four variables can positively influence the attitude of consumers towards advertising and lead, as well as the individual's level of impulsiveness, to a positive impact on online impulse buying. The methodology adopted for this investigation consisted of the construction of a structural equation model, carried out by an online survey, which resulted in 369 valid responses from people who use or have already registered in one of the two social networks Facebook or Instagram, of which 115 said that uses more Facebook and 254 Instagram. Through the analysis of the results obtained and using the SmartPLS software, it was discovered that the Perceived Value and Credibility positively affect the Attitude towards advertising on social networks. The same Attitude and Level of Impulsiveness of the Individual, end up positively affecting the online Impulse Purchase. This dissertation contributes to the growth of scientific research and indicates to brands, which characteristics of their advertising should focus and invest when disseminating them on social networks, in order to attract and lead consumers to buy more impulsively.