Marcos Inácio Severo de Almeida

Does social media matter for post typology? Impact of post content on Facebook and Instagram metrics

Purpose – The purpose of this paper is to measure the impact of post type (advertising, fan, events, information, and promotion) on two interaction metrics: likes and comments. The measuring involved two popular social media, Facebook and Instagram, and in business profiles of five different segments (food, hairdressing, ladies’ footwear, body design, fashion gym wear). Design/methodology/approach – The method used was multiple regression analysis with an estimator of the ordinary least squares for 1,849 posts from five different companies posted on Facebook (680 posts) and Instagram (1,169 Instagram) over an eight-month posting period. Regression analysis was used to identify the relationship between the dependent variables (likes and comments), and the independent variables (post typology, segments, week period, month, characters and hashtag). Findings – It was seen that the post types events and promotion led to a greater involvement of followers in Instagram, in particular. In Facebook, the events pos...

Preço e renda como determinantes da demanda por bens de luxo no Brasil: um estudo econométrico com produtos importados da Nomenclatura Comum do Mercosul

This article offers an alternative approach as promote an analysis on the determinants of demand for luxury products with data of more than a thousand imported products of the table of Mercosur Common Nomenclature (NCM). Through the volume of imports between January 2000 and March 2011 two hypotheses were tested about the determinants of demand: price and income. The results show that only income is statistically significant in determining the demand. These results are in agreement with what is discussed in economic theory, which defines luxury goods as those whose income elasticity of demand is greater than one. The non-statistical significance of the price factor may be result of a methodological limitation due to the use of the proxy for price or may be the result of non-functional characteristics of demand: consumers of luxury purchase them even in the face of higher prices.