Comércio eletrônico e a influência do social commerce: divulgação e experiência de compra no ambiente social Instagram

Abstract

This study aims to show the development of a descriptive quantitative and qualitative research, with the analysis of secondary data on e-commerce and the influence of social commerce on the purchase decision of the electronic consumer, seeking to explain terms related to e-commerce and s-commerce. The general aim of this study is to analyze the influence of s-commerce on the customer's purchasing decision process on Instagram using data from online retailers. It is intended to contribute to this study as another source of data, adding knowledge about the phenomenon of consumption driven by virtual social networks, which will serve for virtual entrepreneurs to direct their actions, based on the scenario of online shopping behavior and to evaluate better ways of influencing the business-consumer relationship.