A influência das redes sociais nas decisões de compra: um estudo com consumidores de Oeiras-PI

Abstract

This research investigates the influence of social media on consumer purchasing decisions in the municipality of Oeiras–PI, Brazil. The general objective was to analyze how these platforms affect local consumption behavior, divided into three specific objectives: to understand how social media stimulates the desire to purchase; to identify the main factors within these platforms that influence consumer behavior; and to assess the effects of digital marketing strategies adopted by local businesses, providing strategic guidance for entrepreneurs. The relevance of this study lies in its economic contribution, offering practical support to local entrepreneurs, as well as its social and academic value, providing a basis for future research. Methodologically, this is a descriptive study with a quantitative approach, conducted through an electronic questionnaire structured with 20 statements based on the Likert scale, applied to 205 participants residing in Oeiras–PI. The results indicate that factors such as reviews and comments from other consumers, company–user interactions, brand-generated content, recommendations from digital influencers, the use of social media as a research tool, and the quality of online service significantly influence purchasing decisions. It is concluded that this study contributes to understanding digital consumer behavior and provides practical guidance for developing more effective marketing strategies on social media.