O papel das redes sociais na decisão de compra da Geração Z

Abstract

This study explores the influence of digital marketing strategies associated with social media on the consumer behavior of Generation Z, considering the growth of these platforms as environments for consumption and decision-making. Young people from this generation are digitally connected and maintain frequent contact with brands, making it essential to understand how marketing strategies influence their preferences and purchasing decisions. Therefore, this study analyzes how digital marketing strategies affect the consumer behavior of Generation Z.The study was conducted through basic research with exploratory and descriptive objectives. The methodological procedures adopted included a literature review and a case study involving high school students from the Federal Institute of Piauí (IFPI), who belong to Generation Z. Data were collected through a structured questionnaire consisting of multiple-choice questions and statements organized using a Likert scale. As a contribution, this study provides bot theoretical and practical support for professionals and companies, assisting in the development of more targeted marketing strategies to meet the expectations of Generation Z. The results indicated that digital marketing strategies have a strong influence on the purchasing decisions of Generation Z. It is concluded that understanding the habits and preferences of this audience is essential for developing more effective and targeted marketing strategies.