Extensions

Sugere-se que em futuras investigações sejam estudadas relações indiretas entre os constructos presentes no modelo em estudo, utilizando-se técnicas estatísticas mais avançadas (como por exemplo, análises de equações estruturais).

O constructo consumer engagement foi adaptado da escala de Hollebeek et al. (2014), havendo possibilidade de se adotarem outras escalas, tendo em conta que o

engagement pode ocorrer também de forma negativa. Para um estudo mais detalhado,

devem-se examinar de forma individual as diferentes dimensões do engagement com a página da marca no Instagram, percebendo qual a sua influência nos diferentes consequentes. Adicionalmente, seria interessante comparar os níveis de engagement neste contexto entre diferentes tipos de marcas para perceber se umas apresentam maiores níveis de engagement que outras, bem como examinar os antecedentes do

consumer engagement com as páginas das marcas por categorias de produto e para

diferentes estratégias de comunicação, uma vez que este estudo demonstra uma relação positiva entre gratificações das páginas e o engagement das páginas das marcas.

Wallace et al. (2017) investigam a perceção de auto-congruência com uma marca “gostada” no Facebook, considerando a influência das perceções dos consumidores sobre a sua rede de amizades nos seus “gostos” autocongruentes e examinando a relação entre 'gostos' autocongruentes e os outcomes da marca: a lealdade à marca, o brand love e o eWord-of-mouth positivo. Nessa mesma investigação, é estabelecido um relacionamento direto e indireto do brand love tanto na lealdade, como no eWord-of-

mouth. Em futuras investigações seria importante estabelecer estas duas últimas

relações, tentando perceber o papel mediador do brand love, tal como ocorre no estudo de Loureiro et al. (2017), entre o brand love e o engagement para perceber se este papel de mediação se mantém em contexto de Instagram.

Por fim, sugerimos a replicação deste estudo no contexto de outra redes sociais, como o Twitter ou o Pinterest, tendo em conta a aparente influência do tipo da rede social nos resultados obtidos neste estudo.

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ANEXOS

Anexo 1 – Escalas de medida e autores de referência