Impact of social media on purchase intentions among young adults in France : case study on Instagram
Heslouin, Gabrielle (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060722105
https://urn.fi/URN:NBN:fi:amk-2024060722105
Tiivistelmä
Today, technology is becoming increasingly important. With the rise of technology, businesses are constantly evolving. Technology platforms such as social media have become a powerful new sales channel that is impacting consumer society and in particular the new generations that have grown up with it. Therefore, it is important for businesses to understand how these new platforms work and what users expect from them to perform at their best.
The purpose of this thesis was to understand the impact of social media, particularly the Instagram’s platform, on the purchasing intentions of young adults aged 15 to 29 in France. The data were gathered by conducting a quantitative survey distributed to French young adults. The objective of this study was to gather information about the factors influencing trust on social media and their impact on purchase intentions. The data of the survey were collected by 97 French young adults.
The quantitative data were then analysed and interpreted using qualitative content analysis. The findings indicate that Instagram influences users’ trust through factors such as realistic visuals, recommendations, and advertising. The majority of participants believed that these factors improve user’s trust. In addition, the author found a strong and positive link between trust on Instagram and purchase intentions on the platform.
The purpose of this thesis was to understand the impact of social media, particularly the Instagram’s platform, on the purchasing intentions of young adults aged 15 to 29 in France. The data were gathered by conducting a quantitative survey distributed to French young adults. The objective of this study was to gather information about the factors influencing trust on social media and their impact on purchase intentions. The data of the survey were collected by 97 French young adults.
The quantitative data were then analysed and interpreted using qualitative content analysis. The findings indicate that Instagram influences users’ trust through factors such as realistic visuals, recommendations, and advertising. The majority of participants believed that these factors improve user’s trust. In addition, the author found a strong and positive link between trust on Instagram and purchase intentions on the platform.