Marketing digital de empresas em redes sociais e a influência na decisão de compra do consumidor

Abstract

The 21st century is marked by the use of the internet, connectivity and the sharing of ideas and experiences through social networks. In the virtual environment, the possibilities are expanded and companies that dealt with the opinions and complaints of consumers about their products individually and, generally, had control of marketing communications, are now forced to adapt. Because consumers observe posts and interactions on social networks, exchange information and communicate with each other, they are increasingly suspicious of brand marketing communication and tend to establish bonds of trust with social networks. With this presupposed, the present work has as its main objective, to analyze the influence of the companies' digital marketing in social networks in the individuals' purchase decision. The work was quantitative and descriptive. Data collection was carried out through an online questionnaire, which brought questions regarding the use of social networks by consumers in the purchase decision process, the influence that evaluations and perceptions in social networks have on individuals and the impact of actions of Digital Marketing carried out by companies. Among the results found, it is highlighted that more than 95% of individuals have already been influenced to buy by information contained in social networks and that most of them consider reports of other users on social networks when they are in the purchase decision process of paramount importance. The results also indicate that the companies' Digital Marketing actions made people who had never purchased to start buying the companies' products and also resulted in the loyalty of these customers, making them recommend the company's products and services.