Web 2.0 shaping the future of retail : the rise of social commerce through instagram in the portuguese market

• Autor(a) principal: Simões, Inês Filipa Moreira de Brito
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/29765
• topic: Social networks; Social media marketing; Visual social media; Digital marketing strategies; Relationship marketing; Online shopping; E-commerce; Consumer behaviour; Consumer preferences; Purchase intention; Consumer experience; Feminine clothing; Feminine accessories; Motivations; Discouragements; Portuguese consumer; Redes sociais; Marketing de redes sociais; Visual social media; Estratégias de marketing digital; Marketing relacional; Compra online; Femininos; Motivações; Elementos desencorajadores; Consumidor português; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Supersonic change is the most accurate expression to describe the current Digital context: throughout the past years, through the constant innovation, the Digital has gained a massive relevance in our lives being present in every phase of our day fulfilling informational, social or functional needs. Bringing together Digital and Business is not only the recognition of an incredibly powerful channel, but also an unavoidable step. Within this reflection, Social Media Networks arise as the new platforms to explore business opportunities for e-commerce practices, creating a new way of buying for customers. Instagram, is currently emerging as the most relevant player within the social commerce scene, introducing recently ‘buy buttons’, offering its users shopping experiences while scrolling through feeds. The present paper wishes to conclude which are the underlying motivations that drive the Portuguese consumers to resort to Instagram to purchase FCA, as well as assess which are the discouragements that keep him from doing so, presenting and building on the contextualization of the current market landscape and the consumer behaviour patterns already recognized. The results obtained were supported by an interview and survey research and show that, within different levels of relevance, convenience, peers feedback and consumer-brand relationship work as drivers of the purchase decision, while lack of trust and sensory experience work as obstacles to it.