Fatores de influência na compra de produtos em mídias digitais

Abstract

Organizations are inserted in a highly competitive scenario, demanding that they seek more and more strategies that keep them active in the market. With the advancement of the digital age, social media has transformed consumer behavior in relation to brands, their demands have become higher due to the easy access to information provided by them and by other actors. This article proposed a study about the influencing factors in the purchase of products on digital media. A questionnaire with the constructs Purchase Decision, Communication on social media by companies, Digital Influencers and Electronic Word of Mouth, in addition to social and demographic questions, was applied to 123 respondents. The results point to high averages and medians for the mouth-to-mouth electronic construct, something confirmed in the regression analysis, in which this influence was significant on the Purchase Decision.