A influência das redes sociais e das influenciadoras no comportamento de consumo feminino

Abstract

The rise of social media has transformed consumer behavior, making consumption a symbolic practice related to identity and belonging. In this context, Instagram and TikTok have begun to influence desires, trends, and perceptions about products. This leads to the central question of this study: How do Instagram and TikTok influence the purchasing decisions of women aged 18 to 40 in the digital environment? Based on this question, the study aimed to analyze this influence among women in Teresina, through a descriptive quantitative-qualitative research, supported by a literature review and the application of an online questionnaire to eighty-two participants. The results indicate that trust is the main element of digital influence, strengthened by authenticity, coherence between discourse and practice, and the use of social proof. It was also observed that TikTok functions as a space for discovery, while Instagram acts as an environment for verification and credibility, reinforcing the purchase decision. It can be concluded that, for these women, consumption goes beyond its utilitarian function and takes on a symbolic dimension guided by emotion, identification, and the search for recognition, highlighting the role of digital influencers in this process.