Comportamento de Compra dos Usuários do Instagram Frente aos Estímulos dos Algoritmos (IA).

Consumer society is characterized by consumers' insatiable desire to acquire more and more material goods. With the migration from the physical environment to the digital realm and the influence of algorithms (AI), consumerism has taken an even larger role in people's lives. Therefore, the aim of this article is to investigate how the algorithms (AI) used in Instagram advertising strategies stimulate impulse purchases. To achieve the established objectives, an exploratory and descriptive method was adopted, with literature research and field research using a questionnaire (survey) as the chosen technical procedure. Through the research, it was possible to identify, among the respondents, that the digital environment has altered their buying behaviors, intensifying impulse purchases. This is because algorithms personalize the content displayed in social media feeds, especially on Instagram, and enhance advertisements, resulting in conversions. Another aspect observed was the respondents' perception of algorithms, as they believe that excessive content personalization can create a kind of "bubble", limiting people's ability to discover new products and ideas that can expand their horizons. [ABSTRACT FROM AUTHOR]