Likes, commented on, purchased. Social media digital instagram and consumption

Abstract

The growing presence of social media on the internet brings up an increasing volume of relationships, ideas and opinions, as well as product and services consumption that are offered on them. The social interaction afforded by this scenario makes companies expose their brands in an attempt to increase sales and, more than that, to connect with their audience in the virtual environment. This study first aims to investigate the interaction between like and comment and the act of buying, second, it aims to classify Instagram as social media in the honeycomb model, and finally, it aims to analyze the social media literature related to consumption. An on-line survey was conducted with 206 users who reported on their Instagram usage habits. Data were submitted to statistical tests through Structural Equation Modeling Technique in order to evaluate the relationship between the Like, Comment and Buy variables. Through the study was concluded that Like and especially Comment may be considered Instagram performance indicators related to product and services sell. Keywords: Social Media. Instagram. Consumption