A influência da rede social Facebook no comportamento de compra do consumidor

Tomas Sparano Martins; Anne Franciele Matoso; June Allison Westarb Cruz; Rony Ahlfeldt

doi:10.21710/rch.v13i0.177

Authors

Tomas Sparano Martins PUCPR
Anne Franciele Matoso PUCPR
June Allison Westarb Cruz PUCPR
Rony Ahlfeldt PUCPR

DOI:

https://doi.org/10.21710/rch.v13i0.177

Keywords:

Facebook. Consumer Behavior. Customer Relationship.

Abstract

The purpose of this paper is to analyze the impact of social network, Facebook, in consumer behavior of consumers in Curitiba (a city in Brazil). Specifically, the study sought to understand how the target audience searches for products, to what extent social network influence them, if they buy more or have brand recall in decisive moments. We collected data through a sample of 88 consumers in Curitiba and analyzed them from the interpretation of the statistical description. We concluded that the brands that keep their Facebook profiles active do not directly influence consumer behavior and do not encourage immediate purchase because consumers seek entertainment, information and relevant content on Facebook. However, the companies have opportunities to establish and strengthen relationship with their consumers.

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