A influência do TikTok e Instagram na intenção de compras de produtos do setor de beleza e cosméticos

Abstract

This study investigates the influence of TikTok and Instagram on the intention to purchase beauty products, focusing on the analysis of engagement with platform content and the perception of algorithms in content filtering. The research in question seeks to understand the topic more deeply and complement studies already conducted. Regarding the methodology used, the research consisted of a quantitative approach, descriptive in nature, applied in nature, and the method used for the survey was the Survey. In addition, data collection was conducted with a total of 166 respondents. The hypothesis test sought to investigate the relationships between variables using Spearman's correlation test (for categorical variables) and Pearson's correlation test (for continuous variables). For more in-depth testing, a multiple linear regression analysis was conducted, and for hypothesis testing, a one-way analysis of variance (ANOVA) test was performed. The results showed that the visual impact of the content was the most positive and significant influencing factor (β = 0.387, p < 0.001), followed by the perception of filtering algorithms (β = 0.264, p < 0.001). Furthermore, the type of content did not show a significant influence on purchase intention. The results found in this research contribute to the theoretical framework already discussed by other authors, but also highlight the need for complementary studies that address the constructs and their particularities in greater depth.