Comportamento do consumidor: a influência do marketing digital na decisão de compra em uma empresa de venda e prestação de serviço

Abstract

Aiming to broaden the reflections and discussions on consumer behavior towards social networks, the objective of this work was to identify digital marketing actions that influence consumers in the purchase decision process in a company that sells and provides computer, cellphone and services services. accessories. The study is an applied, exploratory and descriptive research with a qualitative approach. The methodology used for data collection was field research through the survey method, bibliographical research and observation of the company's social networks. Online and face-to-face questionnaires were applied to a simple, non-probabilistic random sample of 100 company customers. The theoretical basis of the work was obtained from the search for literature on the themes relevant to the topic under discussion. The results obtained and analyzed point to consumers who are increasingly connected, who seek information through social networks and are influenced by this communication channel in their purchase decisions. The persona of the Assistel company is a woman, resident in Santo Augusto/RS, aged between 18 and 34 years old, completed high school, lives with a partner and children, with an income between R$1,100.00 to R$4,000.00. He works in different professions. He enjoys being with friends, watching movies, series, as well as hanging out with his family and enjoying his children more. Dreams of having a better quality of life. At the end, we tried to suggest a digital marketing plan, based on the Canvas management tool, proposing the creation of new communication channels with the customer and improvements in the digital marketing actions developed by the company.