Consumo no ambiente digital: Um estudo com usuários do Instagram sobre a comparação social, materialismo e consumo conspícuo

Andressa Hennig Silva; Mikaela Daiane Prestes Floriano

doi:10.5020/2318-0722.2024.30.e14234

Autores/as

Andressa Hennig Silva Universidade Federal do Pampa, Santana do Livramento, Rio Grande do Sul, Brasil https://orcid.org/0000-0002-6635-2768
Mikaela Daiane Prestes Floriano Universidade do Vale do Rio dos Sinos, Porto Alegre, Rio Grande do Sul, Brasil https://orcid.org/0000-0001-6859-4405

DOI:

https://doi.org/10.5020/2318-0722.2024.30.e14234

Palabras clave:

valores materiales, consumo notorio en línea, comparación social en línea, deseo de popularidad

Resumen

Este estudio busca analizar el impacto de la comparación social en línea, el materialismo y el uso de la red social Instagram debido a la interacción social y el deseo de popularidad en el consumo conspicuo en línea. Se realizó un estudio cuantitativo, basado en el método de Encuesta, mostrando 317 usuarios de Instagram. Los datos se analizan mediante el Modelado de Ecuaciones Estructurales, mediante estimación de Mínimos Cuadrados Parciales (PLS). Se identificó el impacto directo de la comparación social en línea sobre el consumo materialista, que, a su vez, influye positivamente en el consumo conspicuo en línea. De la misma manera, verifiqué que las variables de comparación social en línea y el uso de la red social Instagram debido a la Interacción Social impactan directamente en el desarrollo del consumo conspicuo en línea, explicando el 30,8% de este comportamiento. Se observa que las redes sociales pueden impactar negativamente en el comportamiento del consumidor, convirtiéndose en propulsoras de percepciones y sentimientos negativos que pueden desencadenar problemas derivados de las actividades del consumidor. Este estudio puede inspirar el desarrollo de acciones que tengan como objetivo aumentar o ser mejores para los consumidores tanto en el entorno On-line como en el offline, estimulando actividades que puedan mitigar los males generados por el consumo excesivo.

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Biografía del autor/a

Andressa Hennig Silva, Universidade Federal do Pampa, Santana do Livramento, Rio Grande do Sul, Brasil

Professora Adjunta na Universidade Federal do Pampa- Campus Santana do Livramento. Atua na Graduação e no Mestrado em Administração (PPGA/UNIPAMPA). Doutora em Administração (PPGA/UFSM). Mestre em Administração (PPGA/UFSM).Membro da Comissão de Empreendedorismo e Inovação da UNIPAMPA. Representante da Unipampa no Ecossistema de Inovação Binacional- Área B.Temas de interesse: Marketing, Marketing e Sociedade, Teoria Transformativa do Consumidor (TCR), Comportamento do Consumidor, Consumo, Consumidores vulneráveis, Materialismo, Consumo Online, Religião e Consumo.

Mikaela Daiane Prestes Floriano, Universidade do Vale do Rio dos Sinos, Porto Alegre, Rio Grande do Sul, Brasil

Doutoranda em Administração na área de concentração Organizações e Competitividade (PPGAdm/UNISINOS). Mestre em Administração (PPGA/UNIPAMPA). Especialista em Docência da Educação Profissional e Tecnológica. Membro integrante do Grupo de Pesquisa NEME - Núcleo de Estudos em Marketing e Estratégia. Bolsista CAPES. Professora no Serviço Nacional de Aprendizagem Comercial - SENAC EAD RS.

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