A INFLUÊNCIA DAS REDES SOCIAIS NAS DECISÕES DE COMPRAS
DOI:
https://doi.org/10.12662/2359-618xregea.v7i1.p118-127.2018Keywords:
Redes sociais, Decisão de compra, Comportamento do consumidorAbstract
O presente estudo analisou a influência das redes sociais sobre o comportamento de consumidores no processo de compra. Apresentou caráter descritivo, com abordagem quantitativa, usando como instrumento de coleta de dados um questionário on-line validado por Nóbrega (2014), aplicado com 346 residentes de cidades nordestinas de médio porte. Utilizou-se a estatística descritiva e a técnica ANOVA. Os resultados apontaram que há diferenças com relação ao gênero e à faixa etária no que diz respeito ao consumo nas redes sociais. Concluiu-se que as redes sociais têm poder de influência relevante no comportamento dos consumidores, sendo uma importante via de comunicação e interação.
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