Instagram and its consumption attributes: A content analysis based on the priming effect

Abstract

Objective: This investigation aimed to identify the positive and negative attributes of Instagram posts and their ways of leading to consumption. Method: A case study was carried out with users of Instagram in two steps: through group and individual interviews. A total of thirty-three subjects took part in the semi-structured interviews that were analyzed through content analysis with the support of the ATLAS.ti software. Originality/Relevance: An investigation into Instagram as an online tool to influence consumer behavior is necessary, since it is one of the online environments that are now building and maintaining social relationships that influence contemporary society. Results: The results showed that publications with high quality images, happy people, good presentation of the product/service, real and positive experiences and complementary information are the positive attributes. On the other hand, publications with unattractive and poor-quality images, which do not correspond with the reality of the product/service or do not correspond with the reality of the user, with disguised advertising and without information, constitute the negative attributes. Also, it is noticed that the publications lead to consumption in different ways, however, this occurred through preexistent mental representations. Theoretical/methodological contributions: This paper presented a discussion about the theme of the activation of consumption on Instagram, which is still little explored in the consumer behavior literature. In addition, it portrays characteristics of publications that lead to positive and negative effects on the view of respondents who represented each state in Brazil.