The Influence of Instagram on Consumer Behavior and Purchase of Home Decor Items in Brazil

Abstract

Internet has changed the way people and brands communicate, produce, share content on social media and buy products or services. Several interaction platforms emerged, making it easy for individuals to exchange information. Facebook and Instagram are the most used networks all over the world; Instagram, in particular, has become one of the social networks with the higher number of followers/users, across different ages. The Internet has promoted changes not only in terms of communication, but also in terms of consumer buying behavior. Individuals started buying more online, so it is now essential to clearly understand the consumers’ behavior and perceptions. To buy, they no longer use just websites or marketplaces; social networks that have been updated and allow them to complete a purchase are being widely used. Instagram, due to the exponential growth in the number of followers, is now used as a source of inspiration for the purchase of various items, highlighting decorative items, the subject of this study. We aim to understand the importance of social networks on purchasing decisions, focusing on Instagram commerce, more specifically on buying intention on decoration products in Brazil. The study uses quantitative and descriptive methods. Data collection was carried out through a questionnaire, built on the basis of the literature review carried out. According to the data obtained, it was observed that most women, aged between 25 and 34 who shop online, do access Instagram several times a day, being influenced by the content that is shared on this social network. The study proves the growing importance of Instagram for brands, specifically those that offer articles and services in the area of home decoration.