A influência das mídias sociais no comportamento dos consumidores: pesquisa dos últimos 5 anos.

Abstract

The influence of social media on consumer behavior is huge importance for the academic field as it addresses the study of how people make their purchasing decisions. The research aims to evaluate research about the influence of social media on consumer behavior in last 5 years. To carry out the research, article bases were visited scientific Scientific Periodicals Electronic Library – ANPAD SPELL, Google Academic, as well as ReMark - Brazilian Marketing Magazine for being a important journal in the field of marketing in Brazil, having as Particularity is the search for articles published during the years 2019-2023. A relevant concentration of publications was observed in more recent years, in special in 2019, which demonstrates the growing concern of scholars of marketing with consumer behavior in the digital environment. The analysis of Recent publications highlight the concentration of studies in the field of strategies of managing the consumer experience through social media, both in terms of refers to interactions regarding the analysis of consumer satisfaction. Was observed also that social media are tools that allow excellent communication in the world of technology, thus facilitating access to research for consumer satisfaction. This article contributes by confirming that One of the areas with the greatest visibility and movement is the current digital environment accompanied by a growth in scientific production that supports the development of this theme. For academia, this study is relevant in the as it expands knowledge through the presentation and discussion of data relevant information about social media marketing.