Empreendedorismo digital

: a influência das redes sociais nos comportamentos de compra dos consumidores

Abstract

This study falls within the area of management, more specifically following the master's degree in applied management and its theme is the impact and influence of social networks on consumer purchasing behaviors. This research aims to study an increasingly growing trend of interest, both in academic topics and in terms of the 21st century management, that is, entrepreneurship, more specifically digital entrepreneurship. Addressing concepts such as the information and knowledge society, Web 2.0, social networks and new relationship paradigms between brands and consumers, it provides a framework for the state of online consumers' opinions on the influence they perceive. Its main objective is to understand to what extent consumers buy into certain brands and companies by asking them which content attracts them most. As interaction on new digital platforms with their purchase frequency, the involvement and predisposition that consumers feel when they meet brands, evaluating the impact they have on their purchasing decisions. To assess the effect that social networks have on brand relationships, it is important to investigate a new entrepreneurial trend, namely digital entrepreneurship as this phenomenon is on the rise both from the perspective of the digitalization of business and the creation of digital companies. For this purpose, this study was prepared in a quantitative way, which was based on carrying out a questionnaire survey, which gathered 199 responses. Ending up concluding that although most individuals feel influenced by the posts of brands and companies, they consider this to be one of the reasons why we lead them to purchase goods and services through them. Regarding the aspects that vary this impact, it was concluded that although some of the aspects considered may vary the impact of this consumption, this variation is only significant for particular and extreme cases.

Date of Award	13 Dec 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	António Mendes Ferreira (Supervisor) & Paulo Pereira (Co-Supervisor)