Marketing digital e o comportamento do consumidor: um estudo com usuários do Instagram em Uruçuí

Abstract

Digital connectivity is changing consumer behavior. Along with this, marketing is no longer linear, as consumers are influenced by digital platforms when making purchasing decisions. This process is driven by content generated on social media, reviews, comments, and recommendations from other users. This study aimed to analyze the main factors that influence consumer behavior in digital marketing, with an emphasis on the Instagram platform, among users residing in the municipality of Uruçuí, Piauí. The research used a qualitative, exploratory-descriptive approach, with semi-structured interviews with ten questions administered to five active platform participants. The theoretical framework covers topics such as digital marketing, consumer behavior, the purchasing decision process, and the influence of digital media. The results show that aspects such as visual attractiveness, influencer activity, ad recurrence, and ease of access significantly impact consumer purchasing decisions. Furthermore, emotional and social factors, such as third-party opinions and previous experiences, also strongly influence digital consumer behavior. These elements, combined with the ease of access to social networks and the personalization of campaigns, contribute to the creation of a highly stimulating consumer environment, shaping desires, needs and purchasing decisions, even unconsciously.