MOTIVAÇÕES PARA USO DO INSTAGRAM:
Uma adaptação e validação da escala Sheldon e Bryant ao contexto Brasileiro
DOI:
https://doi.org/10.21171/ges.v17i47.3124Palavras-chave:
Redes sociais digitais, Adaptação transcultural, Interação social, Popularidade, CriatividadeResumo
This study aims to translate, cross-cultural adaptation and validation of the Motivation Scale for Instagram use, developed by Sheldon and Bryant (2016), for the Brazilian context. Therefore, the methodology of cross-cultural adaptation suggested by Beaton et al. (2000), the stages of translation, synthesis, retranslation, evaluation by an expert committee, equivalence pre-test and evaluation by the instrument's development committee. For the statistical validation of the scale, an online survey was carried out with 317 Instagram users, using the final version of the translated questionnaire. To analyze the validity of the instrument, a Confirmatory Factor Analysis was performed, using the maximum likelihood evaluation method and the covariance matrix for data entry. The results show that the aforementioned scale has adequate reliability indices for use in Brazil, and can be used in future studies in different areas of knowledge.
Downloads
Referências
ALHABASH, S.; MA, M.. A tale of four platforms: Motivations and uses of Facebook, Twitter, Instagram, and Snapchat among college students?. Social Media+ Society, v. 3, n. 1, 2017.
ANDRADE, T.; ESTIVALETE, V. F. B.; COSTA, V. F.. Comportamento de cidadania organizacional: versão brasileira da escala Comportamentos de Cidadania Organizacional para Trabalhadores do Conhecimento. Cadernos EBAPE. BR, v. 16, n. 3, p. 367-381, 2018.
BABOO, S.; NUNKOO, R.; KOCK, F. Social media attachment: Conceptualization and formative index construction. Journal of Business Research, v. 139, p. 437-447, 2022.
BEATON, D. E. et al. Guidelines for the process of cross-cultural adaptation of self-report measures. Spine, v. 25, n. 24, p. 3186-3191, 2000.
BEATON, D. et al. Recommendations for the cross-cultural adaptation of the DASH & QuickDASH outcome measures. Institute for Work & Health, v. 1, n. 1, p. 1-45, 2007.
BOYD, D. M.; ELLISON, N. B. Social network sites: Definition, history, and scholarship. Journal of computer‐mediated Communication, v. 13, n. 1, p. 210-230, 2007.
BURYAN, M. Instagram Engagement: Everything You Need to Know, Socialbakers. com. 2018. Disponível em: <https://www.socialbakers.com/blog/instagram-engagement>. Acesso: 28 jan. 2022.
BUZETA, C.; PELSMACKER, P.; DENS, N. Motivations to use different social media types and their impact on consumers' online brand-related activities (COBRAs). Journal of Interactive Marketing, v. 52, p. 79-98, 2020.
CALIANDRO, A.; GRAHAM, J.. Studying Instagram beyond selfies. Social media+ society, v. 6, n. 2, 2020.
CARR, C. T.; HAYES, R. A. Social media: Defining, developing, and divining. Atlantic Journal of Communication, v. 23, n. 1, p. 46-65, 2015.
CASALÓ, L. V.; FLAVIÁN, C.; IBÁÑEZ-SÁNCHEZ, S. Be creative, my friend! Engaging users on Instagram by promoting positive emotions. Journal of Business Research, v. 130, p. 416-425, 2021.
CASALÓ, L. V.; FLAVIÁN, C.; IBÁÑEZ-SÁNCHEZ, S. Understanding consumer interaction on instagram: The role of satisfaction, hedonism, and content characteristics. Cyberpsychology, Behavior, and Social Networking, v. 20, n. 6, p. 369-375, 2017.
CHATZOPOULOU, E.; FILIERI, R.; DOGRUYOL, S. A.. Instagram and body image: Motivation to conform to the “Instabod” and consequences on young male wellbeing. Journal of Consumer Affairs, v. 54, n. 4, p. 1270-1297, 2020.
CORVALÁN, R. A.; PÉREZ-TORRES, V.. Instagram: inspiración, reconocimiento social y motivación en la elección del destino turístico. PASOS Revista de Turismo y Patrimonio Cultural, v. 19, n. 4, p. 811-824, 2021.
DAVENPORT, S. W. et al. Twitter versus Facebook: Exploring the role of narcissism in the motives and usage of different social media platforms. Computers in Human Behavior, v. 32, p. 212-220, 2014.
DE VEIRMAN, M. et al. Consumers’ motivations for lurking and posting in brand communities on social networking sites. In: Digital advertising. Routledge, 2017. p. 207-221.
EPSTEIN, J.; SANTO, R. M.; GUILLEMIN, F.. A review of guidelines for cross-cultural adaptation of questionnaires could not bring out a consensus. Journal of clinical epidemiology, v. 68, n. 4, p. 435-441, 2015.
FARIA, L. H. L., et al. Adaptação Transcultural de Instrumentos de Coleta de Dados: uma Aplicação na Validação da Survey UTAUT2 para o Brasil. In.: VII Encontro de Marketing da ANPAD – EMA. Anais eletrônicos... Belo Horizonte – MG, 2016.
FORNELL, C.; LARCKER, D. F. Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, v. 18, n. 1, p. 39-50, 1981.
HAIR, J. et al. Fundamentos de métodos de pesquisa em administração. Bookman Companhia Ed, 2005.
HAIR, J. F. et al. Análise multivariada de dados. Bookman Editora, 2009.
HUANG, Y.; SU, S.. Motives for instagram use and topics of interest among young adults. Future Internet, v. 10, n. 8, p. 77, 2018.
KIM, B.; KIM, Y. Facebook versus Instagram: How perceived gratifications and technological attributes are related to the change in social media usage. The social science journal, v. 56, n. 2, p. 156-167, 2019.
KIRCABURUN, K. et al. Uses and gratifications of problematic social media use among university students: A simultaneous examination of the Big Five of personality traits, social media platforms, and social media use motives. International Journal of Mental Health and Addiction, p. 1-23, 2018.
KLINE, R. B. Software review: Software programs for structural equation modeling: Amos,
EQS, and LISREL. Journal of psychoeducational assessment, v. 16, n. 4, p. 343-364, 1998.
LEE, B. et al. Rejected or ignored?: the effect of social exclusion on Instagram use motivation and behaviour. Behaviour & Information Technology, p. 1-14, 2021.
LEE, E. et al. Pictures speak louder than words: Motivations for using Instagram. Cyberpsychology, Behavior, and Social Networking, v. 18, n. 9, p. 552-556, 2015.
MÄNTYMÄKI, M.; ISLAM, A. K. M. The Janus face of Facebook: Positive and negative sides of social networking site use. Computers in Human Behavior, v. 61, p. 14-26, 2016.
MESSINA, J.; LINDELL, A. K. Instagram Advertisements Favor the Left Cheek. Cyberpsychology, Behavior, and Social Networking, v. 23, n. 11, p. 768-772, 2020.
MUNTINGA, D. G.; MOORMAN, M.; SMIT, E. G. Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of advertising, v. 30, n. 1, p. 13-46, 2011.
NARSIMHA, A.; MOOVENDHAN, V.; MANOHARAN, M. Is Instagram an effective brand conversation platform? A study among young Instagram users in India. International Journal of Indian Culture and Business Management, v. 22, n. 1, p. 53-65, 2021.
ROBERTS, J. A.; DAVID, M. E. The Social media party: fear of missing out (FoMO), social media intensity, connection, and well-being. International Journal of Human–Computer Interaction, v. 36, n. 4, p. 386-392, 2020.
ROLDÃO, M. A. S.. O que leva os utilizadores das redes sociais a partilhar e a publicar?
Um estudo comparativo: Facebook e Instagram. 2018. Dissertação de Mestrado. Universidade de Coimbra, 2018.
SHELDON, P. et al. A cross-cultural comparison of Croatian and American social network sites: Exploring cultural differences in motives for Instagram use. Computers in Human Behavior, v. 75, p. 643-651, 2017.
SHELDON, P.; ANTONY, M. G.; WARE, L. J. Baby Boomers' use of Facebook and Instagram: uses and gratifications theory and contextual age indicators. Heliyon, v. 7, n. 4, 2021.
SHELDON, P.; BRYANT, K. Instagram: Motives for its use and relationship to narcissism and contextual age. Computers in human Behavior, v. 58, p. 89-97, 2016.
SHELDON, P.; NEWMAN, M. Instagram and American Teens: Understanding Motives for Its Use and Relationship to Excessive Reassurance-Seeking and Interpersonal Rejection. The Journal of Social Media in Society, v. 8, n. 1, p. 1-16, 2019.
STATISTA. Number of worldwide social network users. Disponível em:<https://www.statista.com/statistics/278414/number-of-worldwide-social-networkusers/>. Acesso: 24 jan. 2022.
TSAI, W.; MEN, L. Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising, v. 13, n. 2, p. 76-87, 2013.
VISENTINI, M. S. et al. Curte, comenta ou compartilha? Investigando fatores que influenciam a intenção comportamental de uso do Facebook. Revista ESPACIOS, v. 37, n. 11, 2016.
VISENTINI, M. S.; CHAGAS, F. B.; RADONS, D. L. (2015). Proposição e validação de instrumento para mensurar os fatores motivadores do comportamento de uso das redes sociais virtuais. In.: XXXIX Encontro da ANPAD. Anais eletrônicos… Belo Horizonte – MG.
WHITING, A.; WILLIAMS, D. Why people use social media: a uses and gratifications approach. Qualitative Market Research: An International Journal, v. 16, n. 4, p. 362-369, 2013.
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2023 Gestão e Sociedade
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial 4.0 International License.
Como autor do artigo em anexo autorizo sua publicação, uma vez aprovado, na Revista GES - Gestão e Sociedade. Declaro ser de minha autoria o referido artigo e cedo, a título gratuito e em caráter definitivo, os direitos patrimoniais dele decorrentes. Assumo ainda inteira responsabilidade por seu conteúdo.
Autorizo a GES - Gestão e Sociedade a publicar em meio eletrônico, na Internet ou a reproduzir por outros meios que venha a utiliza, bem como a edição, reedição, adaptação ou distribuição do referido artigo.
