Marketing digital: o impacto das mídias sociais na decisão de compra de clientes no varejo feminino

Abstract

The insertion of technology and the media are impacting consumer relations established in society, transforming consumer’s behavior and challenging the companies to monitor social networks in order to remain close to their customers and consumers. Consumers are more mobilized which results in a growing exchange of information among customers, spontaneously, on social networks. Social media, social networks and virtual communities enable individual expression through the creation of public profiles, and the interaction among people, by accepting publications of opinions, experiences and impressions. Therefore, this study aims to understand the influence of social media, measured by communication on social media, the influence of digital influencers and electronic word of mouth marketing, in the purchase decision of female retail customers. The research was characterized as descriptive quantitative, through the Survey method with the application of questionnaires to a sample of 376 respondents. For data analysis, the Partial Least Squares (PLS) software was used with the application of factor analysis techniques and structural equation modeling. As main results, it is observed that the communication made by companies on social media and electronic word of mouth positively influence the consumer's purchase decision. However, it was found that digital fashion influencers have no influence on the decision-making of women's fashion retail. The present study expands the knowledge about the influence of purchasing attributes on the decision-making to purchase women's clothing, this being its main academic contribution. From the point of view of managerial contribution, it was confirmed that communication on social media is relevant for female retail companies to remain close to their customers and thus gain competitive advantage. It has been observed the relevance of them being present on the internet and working on social networks, interacting with their consumers.