Fatores determinantes no uso do instagram na intenção de consumo
Abstract
Social networks are proving to be a strategic instrument of competitive advantage. The study aims to analyze the influence between the frequency of use, the perceived utility and the ease of use of Instagram in relation to the consumer's intention to buy. An online survey was conducted with 262 users. The data were interpreted using exploratory factor analysis and multiple linear regression to determine the relationship between the respective...
Paper Details
Title
Fatores determinantes no uso do instagram na intenção de consumo
Published Date
Sep 10, 2020
Journal
Volume
18
Issue
3
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