Instagram: activation of consumption by contact network profile

Abstract

The activation of consumption depends on the strength of the association with important contacts within the same social environment, considering that people and social representations are also used as an activating aspect. Thus, this investigation aims to identify the profile of the network of contacts followed by Instagram users and how these contacts influence the activation of consumption. The theoretical approach of the research brings together the literature on reference groups, social priming, in addition to the social influences exerted by the profiles followed by users. A case study was carried out with active Internet users in two distinct stages: an interview inspired by the focus group technique with six participants and individual interviews with social subjects born in each Brazilian state. In all, 33 people participated in the interviews, which were examined through content analysis with the support of the ATLAS.ti software. Through the results it was possible to identify that users feel influenced by the publications of the profiles they follow, however, these stimuli act only as an aid, helping them to filter the information, evaluate the alternatives and leading them to the final choice.