Dimensões da influência do Instagram nas decisões de compra dos consumidores

This research aims to analyze the dimensions of the influence of Instagram on purchasing decisions. By a qualitative and descriptive study, interviews were conducted with eight Instagram users. Tesults were related to the practicality and quality of the sold products. Regarding motivation, two categories were found for analysis and discussion: the influence of third-party disclosures and recommendations and advertising. As for the findings on influences, five categories are highlighted: feedback, social impact, personalized digital marketing strategies, price, and personality. Results highlight the importance of personal interactions and the effectiveness of visual marketing strategies on Instagram, offering valuable insights to optimize consumer engagement.