Análise do comportamento dos consumidores em relação aos anúncios patrocinados no Instagram

Abstract

The article’s general objective is to analyze consumers’ behavior when they come across sponsored ads on Instagram about the pet shop, sports, and department store segments. From its creation to the present day, Instagram has gone through several changes. It has ceased to be just a simple social network for posting photos and videos to become a powerful tool for mar-keting actions, which has been perceived by consumers and users, justifying the relevance of the research. An experiment was carried out with consumers using Instagram. The sponsored ads were considered the treatments of the groups to identify what actions consumers are likely to take after seeing a sponsored ad on Instagram. The sample totaled 241 participants randomly assigned to one of three treatment groups. The data were analyzed using ANOVA tests, Fisher’s Exact Test, and exploratory data analysis from the Likert scales. It allowed us to infer that the possible actions taken by consumers may be directly related to the treatments given to each group through the advertisements, depending on their content