Mirror mirror on the wall: does the use of filters on selfies influence women´s make-op purchase behaviour

• Autor(a) principal: Aquino, Joana Rita Rodrigues
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/142528
• topic: Consumer behavior; Beauty; Filters; State self-esteem; Make-up; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Social media has become an important part of society and is commonly used as a way of self-presentation, where people post selfies, many times manipulated by filters. This research predicted that the use of filters in selfies would lead to women’s lower state self-esteem, once the image created does not correspond to reality, which would in turn would induce higher make-up purchase intention in order to bring that desired self to life. After analysing data through parametric, non-parametric tests, ANCOVAs and a mediation process, it was concluded that the use of filters does not have an impact on women’s state self-esteem nor in their purchase intention of make-up. Lastly, managerial implications are discussed based on the findings.