Influência digital e o comportamento de consumo nas redes sociais: um estudo a partir da teoria da ação planejada

Abstract

Digital influencers are people who, among other things, influence consumer behavior. The present study intends to analyze how the digital influence interferes in the consumption behavior of users of online social networks. For this, we use the Theory of Planned Behavior as theoretical and methodological support. We had the participation of 30 users of online social networks who answered a semi-structured questionnaire where the beliefs that lead to the intention of the consumption behavior of users of online social networks were elucidated under the influence of digital influencers. The results showed that the personal assessment of the online social networks user about what is being indicated by influencers and the degrees of ease or difficulty in relation to consumption were the most evidenced factors for carrying out the consumption behavior. We also observed that online social networks users tend to carry out consumption behavior when influencers show themselves to be more real, more accessible, than those who show themselves only as sellers. Influence succeeds most of the time because followers trust the influencer, and this credibility is validated by identification. The results also suggest that the evaluation of products by digital influencers influences the purchase intention of online social networks users. In this study, we concluded that this relationship of trust seems to cause a blind effect, in the sense that if you are being recommended, it is good, as the results also suggest that followers are more concerned with the product being advertised than with the consequences of the act of consumption itself.