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Instagram: Explorando as Motivações Relacionadas aos USUÁRIO

Comportamentos da Geração Millennials Login
Maria Martins Rebouças Nery, Teresa Cristina Janes Carneiro
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Resumo Acesso

O Instagram tem se apresentado como o site de rede social (SRS) com maior crescimento entre os millennials,
tornando-se o meio preferido por esse público para seguir e se engajar com marcas. A maior parte das pesquisas NOTIFICAÇÕES
sobre as motivações que levam os consumidores a seguir e se engajarem com marcas nas redes sociais abordam Visualizar
o Facebook. Além disso, os estudos costumam focar as motivações relacionadas a seguir a marca ou aquelas que Assinar
levam ao engajamento com ela. Entretanto, estes comportamentos requerem níveis de esforços diferentes dos
usuários. Por isso, este estudo objetiva explorar as motivações que levam os consumidores millennials a seguir e
se engajarem com uma marca no Instagram, analisando os principais aspectos e particularidades desses CONTEÚDO DA
diferentes comportamentos. Para tanto, foi adotada uma abordagem qualitativa orientada pela Teoria REVISTA
Fundamentada, que permitiu verificar que, além de serem necessárias mais motivações para a realização de
Pesquisa
atividades de engajamento com a marca do que para segui-la, estes comportamentos diferem quanto ao nível de
envolvimento do consumidor. O engajamento com a marca é ativo e envolve um sentimento mais forte de afeição
do que o comportamento passivo de seguir a marca. Escopo da Busca
Todos
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