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Influência das redes sociais na tomada de decisão de compra dos consumidores
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O presente trabalho aborda o Marketing Digital: Influência das Redes Sociais na tomada de Decisão de Compra dos Consumidores. Em Angola hoje nota-se um aumento considerável dos usuários de redes sociais, o que leva as empresas a investirem mais recursos para obterem vantagem competitiva. O Marketing passou por um grande processo de mudança ao longo dos anos, especialmente com o surgimento das mídias sociais, a grande migração dos clientes para as plataformas digitais fez com que as empresas investissem cada vez mais nesse sector. O Marketing Digital surgiu, portanto, para trazer grandes mudanças, no comportamento do consumidor, o presente estudo trata se de um estudo de caso que busca compreender como essa ferramenta impacta o consumidor do Hipermercado Kero, como esse público em questão tem reagido as estratégias de Marketing Digital aplicadas pela empresa. No mundo empresarial actual o marketing digital feito nas plataformas digitais como as redes sociais, influência os consumidores na tomada de decisão de compra através da divulgação por parte das empresas dos produtos, serviços, preços, promoções, formas de pagamento e outras formas de publicitar e promover os produtos. As decisões de escolha dos consumidores, são determinados pela publicidade e propaganda existente nas referidas plataformas digitais. Como metodologia de pesquisa foi realizada a pesquisa bibliográfica, a pesquisa mista entre a qualitativa e quantitativa, a pesquisa foi de tipo exploratória, com a utilização de questionários para o caso de estudo. Pode-se compreender que a influência das Redes Sociais como o Facebook, X, Instagram, Youtube e outras plataformas digitais existentes, na Decisão de Compra dos Consumidores é positiva. por aumentar os resultados operacionais das empresas. O resultados do presente trabalho revelam que as publicações feitas nas redes sociais serviram como Factor influente na Decisão de Compra dos Consumidores do Hipermercado Kero.
This work addresses Digital Marketing: Influence of Social Networks on Consumers' Purchasing Decisions. In Angola today there is a considerable increase in social media users, which leads companies to invest more resources to obtain a competitive advantage. Marketing has undergone a major process of change over the years, especially with the emergence of social media, the large migration of customers to digital platforms has led companies to invest more and more in this sector. Digital Marketing emerged, therefore, bringing major changes in consumer behavior, this study is a case study that seeks to understand how this tool impacts consumers in the municipality of Hypermarket Kero, how this public in question has reacted to the strategies of Digital Marketing applied by enterprise. In today's business world, digital marketing carried out on digital platforms such as social networks influences consumers in making purchasing decisions through companies' disclosure of products, services, prices, promotions, payment methods and other forms of advertising and promote the products. Consumers' choice decisions are determined by advertising and advertisements on these digital platforms. As a research methodology, bibliographical research was carried out, mixed research between qualitative and quantitative, the research was exploratory, using questionnaires for the case study. It can be understood that the influence of Social Networks such as Facebook, X, Instagram, Youtube and other existing digital platforms on Consumers' Purchasing Decisions is positive. for increasing companies’ operational results. The results of this work reveal that publications made on social networks served as an influential factor in the Purchase Decision of Kero Hypermarket Consumers.
This work addresses Digital Marketing: Influence of Social Networks on Consumers' Purchasing Decisions. In Angola today there is a considerable increase in social media users, which leads companies to invest more resources to obtain a competitive advantage. Marketing has undergone a major process of change over the years, especially with the emergence of social media, the large migration of customers to digital platforms has led companies to invest more and more in this sector. Digital Marketing emerged, therefore, bringing major changes in consumer behavior, this study is a case study that seeks to understand how this tool impacts consumers in the municipality of Hypermarket Kero, how this public in question has reacted to the strategies of Digital Marketing applied by enterprise. In today's business world, digital marketing carried out on digital platforms such as social networks influences consumers in making purchasing decisions through companies' disclosure of products, services, prices, promotions, payment methods and other forms of advertising and promote the products. Consumers' choice decisions are determined by advertising and advertisements on these digital platforms. As a research methodology, bibliographical research was carried out, mixed research between qualitative and quantitative, the research was exploratory, using questionnaires for the case study. It can be understood that the influence of Social Networks such as Facebook, X, Instagram, Youtube and other existing digital platforms on Consumers' Purchasing Decisions is positive. for increasing companies’ operational results. The results of this work reveal that publications made on social networks served as an influential factor in the Purchase Decision of Kero Hypermarket Consumers.
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Marketing digital Redes sociais Decisão de compra Digital marketing Social networks Purchase decision