O papel dos influenciadores digitais no processo de decisão de compra dos estudantes da Universidade Federal da Paraíba

Abstract

As part of the main instruments for the dissemination and disclosure of information, the internet have changed the society and has been taking an exponential proportion on social life, social networks are increasingly present in people's lives, influencing behaviors and atitudes, the way we communicate and relate directly impacts our purchasing decision process. Based on this, this research aimed to verify the role of digital influencers in the purchase decision process of students at the Federal University of Paraíba.The method used was quantitative, through structured questionnaires prepared in Google forms, with links made available via the internet (social networks and e-mail), in order to collect information about the socioeconomic profiles of the interviewees, the products or services that these they consume the most, which networks they use most and whether there is an impact of digital influencers on their followers' purchase intention. The questionnaire was answered by 358 students, from the most diverse courses at the University. Based on their analysis, it was concluded that the interviewees use the internet as a source of information and stated that these means provide practicality in their purchase process, that users access social networks between 3 and 4 hours a day and prefer the WhatsApp, Instagram and Youtube, among the most consumed products are clothing and footwear (clothing in general), cosmetics and electronics. With regard to financial education, the majority stated that they have basic knowledge, that they prepare financial planning on a monthly basis and are aware that they can help them consume less of what is passed on by digital influencers.The results proved that there is an influence of these professionals on the students' behavior in the purchase decision process, however this influence decreases from the moment they have knowledge about financial education.