A influência das mídias sociais no comportamento de compra de produtos de beleza dos consumidores de Sorocaba-SP.

Abstract

The use of social networks has intensified in recent years, allowing an evolution in the media focused on consumer goods. The presence of digital influencers also plays an important role in the dissemination of brands and products, offering a closer and more reliable relationship with the public. The objective of this research is to analyze the influence of social media on purchasing behavior, exclusively for beauty products, consumers in the city of Sorocaba-SP. Through a quantitative research it was possible to define the profiles and habits of consumers in the city, in addition to understanding how brands and influencers use social media to generate purchase incentives. The information was analyzed statistically considering the influence between social media and purchasing behavior. For the sample analyzed, it was identified that product recommendations and reports by influencers impact the purchase process, a direct influence on decision making for the purchase of products in this segment. In addition to brand loyalty, the public also becomes receptive to try new products and how networks become a communication facilitator for an exchange of experiences and recommendations.