The impact of social media on consumer behaviour

• Autor(a) principal: Morgadinho, Ana Rita Pires
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/19021
• topic: Cosmetic industry; Online communities; Instagram; YouTube; Netnography; Indústria cosmética; Comunidades online; Netnografia; Marketing; Rede social; Comunicação -- Communication; Comportamento do consumidor -- Consumer behavior

Over the years, social media has become one of the most important tools for branding. Despite the increasing number of companies using this for communicate, how this communication influences consumer-brand relationship and how impacts the decision purchase remains unclear. The aim of this thesis is to understand how online brand communities’ influences consumers to buy cosmetic products concerning Instagram and YouTube. The study is conducted through netnography methodology, where the engagement of brands-consumers is measured by the number of likes and comments. The four cosmetic brands analysed were Dior, Estée Lauder, Revlon and L’Oréal. These brands can be divided in luxury brands (Dior, Estée Lauder) and mass market brands (Revlon, L’Oréal). First, the study answers to how the brands behave in the two social media platforms. Second, it responds to how social media influences consumers to buy luxury and mass market products. The data collection and data analysis are divided in three stages: the first corresponds to a general analysis of six months (January to June of 2019) of each Instagram account and YouTube channel; the second stage is the observation of the posts of one month (January); and the third stage is the comparison of each online community. The analysis of the results reaches three main conclusions: (1) Brands have more engagement on Instagram and Bloggers have more interactivity on YouTube; (2) Luxury Brands have a better communication than Mass Market Brands; (3) French Brands (Dior and L’Oréal) are more well-known, creating more engagement and impacting more consumers.