Marketing em redes sociais e decisão de compra dos estudantes de administração

Abstract

This study aimed to analyze how social media marketing influences the purchasing decisions of Business Administration students at the Faculty of Administration, Accounting and Economics (FACE) of the Federal University of Grande Dourados (UFGD). The research was descriptive and quantitative and was conducted through a survey. Data were collected using a structured online questionnaire answered by 104 students selected through non-probability convenience sampling. The results indicated that Instagram and Facebook were mentioned more frequently than traditional search engines as the first option for product research. Visual and creative content showed a relevant influence on brand perceptions, while participants reported a low incidence of impulse purchases. Among the items analyzed, reading comments and reviews from other consumers had the highest level of agreement, exceeding the trust attributed to digital influencers. Within the limits of the investigated sample, it is concluded that social media marketing has a relevant influence on this audience’s decision-making process, particularly as a channel for information search and social validation.