A influência das midias sociais no comportamento de consumos dos discentes do curso de admisnistração de uma IES federal na cidade de Manaus

Abstract

Social media has transformed communication and consumer behavior, with TikTok being one of the most influential platforms in this scenario, this study aimed to Identify how social media influences the consumption behavior of students in the Business Administration course at a federal higher education institution in the city of Manaus, aged between 18 and 50, a qualitative-quantitative methodology was used, with a descriptive approach, through the application of a Likert scale questionnaire, applied to a non-probabilistic sample of students, the results demonstrate that TikTok exerts a significant influence on students' consumption decisions, especially due to the viralization of trends, the action of digital influencers, and personalized content promoted on the platform, it was identified that elements such as authenticity, creativity, interactivity, and ease of access to products directly impact users' purchasing intention and behavior, it is concluded that TikTok is consolidating itself as an important digital marketing tool, which influences not only consumption habits, but also cultural and social patterns, especially among young university students.