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Moda feminina: um estudo sobre o impacto do Instagram no processo de decisão de compra
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| 2.71 MB | Adobe PDF |
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Abstract(s)
O presente estudo tem como tema central o comportamento do consumidor no processo de decisão de compra diante das novas mídias digitais.
A difusão da Internet e mídias sociais vêm transformando a forma que as pessoas se relacionam entre si e com as marcas. O acesso a informações facilitou a avaliação das alternativas disponíveis do mercado e vem tornando os consumidores mais conscientes e exigentes, além de abrir o espaço para eles ajam ativamente na ação.
Os estudos sobre o comportamento de compra do consumidor foram afetados pelo ambiente online. As mídias sociais se transformaram em ferramentas com abrangências maiores do que a mídia tradicional, o que gera grandes oportunidades de negócios.
O celular facilitou a aproximação dos grupos de referência, dos “novos” líderes de opinião com seus seguidores, e as marcas aspiram através do marketing de influência alcançar esse fragmento de mercado.
A metodologia desta pesquisa consiste numa revisão bibliográfica sobre os temas relevantes e uma pesquisa exploratória com design descritivo, realizada por meio de um questionário online, com amostra não probabilística por conveniência. Os dados recolhidos contaram com uma amostragem de 310 respostas válidas.
Ao longo do estudo, constatou-se que a ferramenta exerce influência no processo de compra, porém não homogênia em todos os estágios. Acredita-se que a vulnerabilidade do comportamento da sociedade em relação às mídias sociais é um fato em crescimento e com frequentes transformações.
The present study has as its central theme consumer behavior in the purchasing decision process in the face of new digital media. The spread of the Internet and social media has been transforming the way people relate to each other and to brands. Access to information has facilitated the assessment of available market alternatives and has been making consumers more conscious and demanding, as well as making room for active action. Studies on consumer buying behavior were affected by the online environment. Social media has become a tool with broader coverage than traditional media, which generates great business opportunities. The cell phone has made it easier to approach reference groups, "new" opinion leaders with their followers, and the brands aspire to reach this market fragment through influence marketing. The methodology of this research consists of a bibliographic review on the relevant topics and an exploratory research with descriptive design, carried out through an online questionnaire, with a non-probabilistic sample for convenience. The collected data was based on a sample of 210 valid evaluations. Throughout the study, it was verified that the tool influences the purchasing process, but it is not homogeneous in all factors. It is believed that the vulnerability of the behavior of society in relation to social media is a growing fact with frequent changes.
The present study has as its central theme consumer behavior in the purchasing decision process in the face of new digital media. The spread of the Internet and social media has been transforming the way people relate to each other and to brands. Access to information has facilitated the assessment of available market alternatives and has been making consumers more conscious and demanding, as well as making room for active action. Studies on consumer buying behavior were affected by the online environment. Social media has become a tool with broader coverage than traditional media, which generates great business opportunities. The cell phone has made it easier to approach reference groups, "new" opinion leaders with their followers, and the brands aspire to reach this market fragment through influence marketing. The methodology of this research consists of a bibliographic review on the relevant topics and an exploratory research with descriptive design, carried out through an online questionnaire, with a non-probabilistic sample for convenience. The collected data was based on a sample of 210 valid evaluations. Throughout the study, it was verified that the tool influences the purchasing process, but it is not homogeneous in all factors. It is believed that the vulnerability of the behavior of society in relation to social media is a growing fact with frequent changes.
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Keywords
Comportamento de compra Mídias sociais Marketing digital Moda e digital influencer Buying behavior Social media Digital marketing Fashion and digital influencer