The Discount Effect in Food and Beverage Advertising and Instagram's Likes Power: An Experimental Study

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Author(s): Nilton Gomes Furtado (University of Aveiro, Portugal), Pedro H. Drudi (Anhembi Morumbi University, Brazil), Julia Vasconcelos Furtado (University of Aveiro, Portugal), Rafael de Vasconcelos Silva (University of Aveiro, Portugal)and Lauro César Vieira Filho (University of Aveiro, Portugal)
Copyright: 2022
Pages: 13
Source title: Research Anthology on Social Media Advertising and Building Consumer Relationships
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-6684-6287-4.ch028

Keywords: Business Science Reference / Marketing / Media & Communications / Social Networking

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Abstract

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: An Experimental Study

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