Marketing digital: como os algoritmos influenciam na decisão de compra - perspectiva do consumidor

Abstract

This study aims to show the consumer's perspective on the influence of algorithms and their ability to shape preferences and behavior. The focus of the research is to understand and comprehend the effect of algorithms on purchasing decisions for products and services and their capacity to influence consumer preferences. The study contributes to answering the question: What is the consumer's perspective on the influence of algorithms? The research employed a quantitative approach, where a questionnaire was administered to people who shop online. The study seeks to understand the consumers' perspective on the influence of algorithms. It concludes that most consumers are aware of algorithmic maneuvers on the internet and feel influenced by them. This demonstrates the power that algorithms hold and how they directly affect purchasing behavior, revealing their fundamental role in the context of digital marketing. Keywords: Digital marketing; Algorithms; Perspective; Consumer.