Um olhar sobre a participação do consumidor pessoense nas redes sociais das empresas, seu engajamento e os reflexos em sua decisão de compra

Abstract

The present article consists of analyzing how the interaction of the consumers with the companies in the social networks influence in their behavior of purchase. The aim is to understand the type of interaction of consumers in social networks, the factors of engagement that influence consumer behavior, and the degree of influence of this interaction on the purchase decision. For that, a quantitative-descriptive research was carried out, using as methodological procedures the bibliographic research and questionnaire application, carried out with 276 users who use social networks and who have some type of participation in social networks of companies. It is concluded that consumers participate in the social networks of companies consuming content, and sharing positive or negative evaluations, although less frequently. These interactions have a great influence on the decision to purchase the consumer, given the degree of importance that consumers attribute to them.