Abstract
Digital marketing is the promotion of products or brands through digital media, being one of the main ways that companies have to communicate with the public, directly, personalized, and at the right time. The big trend in digital marketing is social media marketing. This tool, available to everyone today, enables companies to communicate with a large number of consumers, enabling them to create, enhance, and optimize customer relationships, with the aim of promoting their products or brands using digital media. This finding raises the following question: Digital marketing is the promotion of products or brands through digital media? Thus, the main objective of this study was to understand the behavior of Instagram users, i.e., whether respondents actually use this social network, for what purpose they exploit it, and whether or not they are influenced by it. If they are influenced, which behaviors they adopt. The results are discussed in the light of the literature, and future work is identified to mitigate this recent phenomenon to which some companies are still suspicious.
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Guarda, T., Lopes, I., Victor, J.A., Vázquez, E.G. (2020). User Behavior: The Case of Instagram. In: Rocha, Á., Reis, J., Peter, M., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 167. Springer, Singapore. https://doi.org/10.1007/978-981-15-1564-4_5
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DOI: https://doi.org/10.1007/978-981-15-1564-4_5
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