A influência de mídias sociais no processo de decisão de compra dos jovens em Parintins/Am

Abstract

With the popularization of the internet new business opportunities born, social media emerged and created a type of discussion forum where people produced content for other people, such changes generated new challenges for companies, in addition to adapting to the internet it was necessary to know how to conquer the online consumer. This same environment is a reality in Parintins, a municipality in the interior of the state of Amazonas, where internet access has expanded and its very young population is always active, connected to the internet and social media. This raised the following question: which social media platforms influence the purchase decision of young people in Parintins/AM? The general objective was to analyze the social media platforms that influence the purchasing decision of young people in Parintins/AM. The research is classified as descriptive, field research procedure, with a quantitative approach, for the theoretical compound Alexandre Las Casas, Michael Solomon and Philip Kotler were chosen as the main authors on the subjects of marketing and consumer behavior, for the subjects for digital marketing and social media, Cláudio Torres and André Telles were chosen. With regard to data collection instruments, a form composed of 21 questions was applied to a sample of 236 young people aged between 18 and 29 years. It was found that young people in Parintins constantly access social media, mainly using WhatsApp, Instagram and Facebook. These same social media also influence the opinion of these young people about products and services, with the most relevant factors being the comments and publications of other people, the digital appearance of companies and brands, as well as the content posted. that yes, social media influence the behavior of young consumers in Parintins/AM and can be a differentiator in the market for local entrepreneurs, as long as they are well used.