O Efeito Do Formato De Apresentação De Desconto Em Ambiente Crowding: Um Estudo Experimental

This study aims to understand the effect of evident sales promotion on the number of likes on Instagram. Due to the rising use of social media to communicate with the market and the promotion of products to guests, few academic investigations have been made in this area. Most technology research in the hospitality industry has focused on technology in service and production areas of operations or the use of web-based marketing for tourism operations and travel agents. The two most effective sales offer patterns were used in a 2×2 experiment, with the intention of finding out if a large amount of likes on Instagram influences the purchase intention of the product offered. Four randomized questionnaires were distributed among 4 university groups, obtaining 923 respondents. To validate the hypotheses the study proceeded with the descriptive technique and analysis of variances (ANOVA).

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The Discount Effect in Food and Beverage Advertising and Instagram's Likes Power

Furtado

¹

,

Drudi

²

,

Furtado

³

et al. 2020

Handbook of Research on Social Media Applications for the Tourism and Hospitality Sector

0

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This study aims to understand the effect of evident sales promotion on the number of likes on Instagram. Due to the rising use of social media to communicate with the market and the promotion of products to guests, few academic investigations have been made in this area. Most technology research in the hospitality industry has focused on technology in service and production areas of operations or the use of web-based marketing for tourism operations and travel agents. The two most effective sales offer patterns were used in a 2×2 experiment, with the intention of finding out if a large amount of likes on Instagram influences the purchase intention of the product offered. Four randomized questionnaires were distributed among 4 university groups, obtaining 923 respondents. To validate the hypotheses the study proceeded with the descriptive technique and analysis of variances (ANOVA).

show abstract

O Efeito Do Formato De Apresentação De Desconto Em Ambiente Crowding: Um Estudo Experimental

Cited by 3 publications

References 41 publications

Understanding consumer's responses to negative emotions related to crowding on satisfaction and impulse purchase in retail: the mediating role of coping

Understanding consumer's responses to negative emotions related to crowding on satisfaction and impulse purchase in retail: the mediating role of coping

The Discount Effect in Food and Beverage Advertising and Instagram's Likes Power

The Discount Effect in Food and Beverage Advertising and Instagram's Likes Power

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