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User behavior: the case of instagram

dc.contributor.authorGuarda, Teresa
dc.contributor.authorLopes, Isabel Maria
dc.contributor.authorVictor, José Avelino M.
dc.contributor.authorGonzález Vázques, Encarnación
dc.date.accessioned2020-01-08T11:56:07Z
dc.date.available2020-01-08T11:56:07Z
dc.date.issued2020
dc.description.abstractDigital Marketing is the promotion of products or brands through digital media, being one of main ways that companies have to communicate with the public, direct, personalized, and at the right time. The big trend in digital marketing is social media marketing. This tool, available to everyone today, enables companies to communicate with a large number of consumers, enabling them to create, enhance and optimize customer relationships, with the aim of promoting their products or brands using digital media. This finding raises the following question: Digitak marketing is the promotion of products or brands though digital media? Thus, the main objective of this study was to understand the behavior of Instagram users, i.e., whether respondents actually use this social network, for what purpose they exploit it, and whether or not they are influenced by it. If they are influenced, which behaviors they adopt. The results are discussed in the light of the literature, and future work is identified to mitigate this recent phenomenon to which some companies are still suspicious.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationGuarda, T.; Lopes, Isabel Maria; Victor, J.A.; Vázquez, E.G. (2020) . User behavior: The case of instagram. In (Eds.) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies. Springer, Singapore. 167, p. 38-48. ISBN 978-981151563-7pt_PT
dc.identifier.doi10.1007/978-981-15-1564-4_5pt_PT
dc.identifier.isbn978-981151563-7
dc.identifier.issn21903018
dc.identifier.urihttp://hdl.handle.net/10198/20335
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherPringer/Singapurpt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectSocial networkspt_PT
dc.subjectInstagrampt_PT
dc.subjectDigital marketingpt_PT
dc.titleUser behavior: the case of instagrampt_PT
dc.typeconference paper
dspace.entity.typePublication
oaire.citation.endPage48pt_PT
oaire.citation.startPage38pt_PT
oaire.citation.titleMarketing and Smart Technologies. Smart Innovation, Systems and Technologiespt_PT
oaire.citation.volume167pt_PT
person.familyNameLopes
person.givenNameIsabel Maria
person.identifier.ciencia-id8812-AE1C-A316
person.identifier.orcid0000-0002-5614-3516
person.identifier.ridA-1728-2014
person.identifier.scopus-author-id55211017300
rcaap.rightsrestrictedAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublication111716db-94a0-4c24-b739-330dc2ae79fc
relation.isAuthorOfPublication.latestForDiscovery111716db-94a0-4c24-b739-330dc2ae79fc

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