O uso de redes sociais como influenciadores de consumo

Abstract

With the advance in the last decades of the technological innovations, the Internet and new forms of social communication appeared. The human being is becoming more and more dependent on these innovations, being part of his daily life. Today, the individual keeps up-to-date on the latest happenings any time of the day. Therefore, social networks are a tool of social interaction that influences daily the behavior of users, both in their personal life, professional and even in their decision making to purchase. The number of users of social networks is growing more and more, with this, the organizations aimed at a new market opportunity, reaching this new segment in order to attract new customers. The social network is a great opportunity for companies in the fashion market. The objective of this study is to analyze the influence of social networks on the consumer behavior of the consumer with a focus on the fashion market. In the study the quantitative method was used, through the application of structured questionnaires, in order to collect information that exhibited the behavior of social network users in their purchase decision. As a result, the influence of social networks on consumer behavior in purchasing decision making was confirmed, as well as the characteristics that users consider to be determinant for this to occur. Moreover, they provide the individual with ease and practicality.