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Publicação
O Impacto do Instagram no Setor de Restauração
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Resumo(s)
Num momento em que o Instagram é visto como uma das principais plataformas na
influência de decisões de consumo, esta dissertação procura perceber de que forma o
conteúdo partilhado nesta rede social afeta a intenção de visita dos consumidores a
restaurantes. Para isso, foi desenvolvido um modelo que considera, como variáveis
independentes, a exposição ao conteúdo e o electronic Word-of-Mouth (e-WoM), sendo a
intenção de visita a variável dependente. O modelo inclui ainda o conhecimento de marca
como variável mediadora e o tipo de criador de conteúdo, se influenciador, utilizador comum
ou a própria marca, como variáveis moderadoras.
A investigação seguiu uma abordagem quantitativa por inquérito, com base num
questionário online, que recolheu um total de 298 respostas válidas. A análise dos dados foi
realizada com recurso à técnica de modelação por equações estruturais com mínimos
quadrados parciais (PLS-SEM), através do software SmartPLS 4.
Os resultados mostram que tanto a exposição ao conteúdo no Instagram, como o e-WoM
têm um impacto positivo na intenção de visita a restaurantes. Além disso, o conhecimento de
marca revelou-se uma variável mediadora com peso significativo nestas relações. Com base
nestes resultados, esta dissertação contribui para um melhor entendimento do
comportamento do consumidor em ambientes digitais, trazendo também implicações
práticas para o setor de restauração. Em particular, reforça a importância de uma presença
estratégica no Instagram e de conteúdos bem planeados para atrair e envolver os
consumidores.
At a time when Instagram is regarded as one of the leading platforms influencing consumer decision-making, this dissertation aims to explore how content shared on this social network affects consumers’ intention to visit restaurants. To address this, a model was developed that considers content exposure and electronic word-of-mouth (e-WoM) as independent variables and visit intention as the dependent variable. The model also incorporates brand awareness as a mediating variable and the type of content creator, whether influencer, regular user, or the brand itself, as a moderating variables. The research followed a quantitative approach, based on surve research, and an online questionnaire that collected a total of 298 valid responses. Data analysis was carried out using the Partial Least Squares Structural Equation Modelling (PLS-SEM) technique through the SmartPLS 4 software. The results show that both content exposure on Instagram and e-WoM have a positive impact on visit intention. Furthermore, brand awareness emerged as a significant mediating variable in these relationships. Based on these findings, this dissertation contributes to a deeper understanding of consumer behavior in digital environments and provides practical implications for the restaurant sector. It highlights the importance of a strategic presence on Instagram and the value of well-crafted content to attract and engage consumers.
At a time when Instagram is regarded as one of the leading platforms influencing consumer decision-making, this dissertation aims to explore how content shared on this social network affects consumers’ intention to visit restaurants. To address this, a model was developed that considers content exposure and electronic word-of-mouth (e-WoM) as independent variables and visit intention as the dependent variable. The model also incorporates brand awareness as a mediating variable and the type of content creator, whether influencer, regular user, or the brand itself, as a moderating variables. The research followed a quantitative approach, based on surve research, and an online questionnaire that collected a total of 298 valid responses. Data analysis was carried out using the Partial Least Squares Structural Equation Modelling (PLS-SEM) technique through the SmartPLS 4 software. The results show that both content exposure on Instagram and e-WoM have a positive impact on visit intention. Furthermore, brand awareness emerged as a significant mediating variable in these relationships. Based on these findings, this dissertation contributes to a deeper understanding of consumer behavior in digital environments and provides practical implications for the restaurant sector. It highlights the importance of a strategic presence on Instagram and the value of well-crafted content to attract and engage consumers.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Instagram Intenção de Visita e-WoM Brand Awareness Influenciadores Digitais Setor de Restauração SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure