A publicidade nas redes sociais e seus impactos na cultura do consumismo

Abstract

Social networks are highly relevant communication and information exchange tools in contemporary society. Billions of users have an active profile on digital media and, for this reason, companies have become increasingly interested in occupying these virtual spaces to advertise. In this context, this study aims to analyze advertising on social networks and its impact on consumer culture, determining its consequences on consumer behavior, especially with regard to accountability for its improper use. To this end, it is necessary to first conduct a study on social networks and their prominent role in today's society, as well as on the legal regime of advertising. In view of the above, it is necessary to invest in the right to information and consumer education, so that they are able to identify and protect themselves from the influence of illicit advertisements posted on social networks and, consequently, mitigate the negative effects of consumerism, such as the encouragement of irrational consumer behavior. The methodology used in this research is classified as exploratory, with secondary data collected through bibliographic and documentary research. It is qualitative in nature. The core objective is to understand consumer behavior, not to measure it. The information obtained seeks not only to measure a topic, but also to describe it. The research method used will be hypothetical-deductive.