Análise do papel das redes sociais nas decisões de compra dos usuários no mercado da moda no cenário Pessoense

Abstract

The advancement of the Internet and consequently communication technologies are taking an exponential proportion in social life. Currently, the human being is inherent of the use tools for connect with the world and keep yourself informed 24 hours of day about the latest events. The transformation happened in the way to communicate, as well as on the individual's behavior. From this, social networks are increasingly present in the daily lives of people, influencing the behaviors, thoughts and actions. This revolution in digital communication impacts the process of decision-making, learning and extent of information. And from this assumption and visibility that social media provide to entrepreneurs, organizations aim to spread the brand and product integrating the digital framework to attract and conquer new customers. This study aims to analyze the role of social networks in the users' purchasing decisions in the fashion market in scenario of João Pessoa. It used the quantitative method, for this we applied structured questionnaires in order to collect information that expose the users' perceptions about the use of social networks in making purchasing decision. The results confirm the influence of the communication tools on the individual's behavior on the purchase decision in the same manner that reinforces the practicality and mobility available to participants.