Marketing viral: uma análise sobre seus efeitos nas decisões de compra dos consumidores jovens.

Abstract

The continous evolution of technologies, potentionalized by internet, have been molding and make easier the world of business. In that case, emerges the young consumer, native of the digital technology, informed and influenciator of new trends, they believe more in their social circle than brands, making the professionals of marketing adapt for this more and more competitive place. In front of that the viral marketing shows a new alternative for the companies to promove their brands, having in mind the use of propagating effect, dinamic and espontanious. Therefore, the objective of this study was to analyze the extent to which viral marketing can influence the decision of buying of young consumer. The methodology is characterized descriptive. The unity of analysis was composed of students and generated through a universe of 221 contacts. Non-probabilistic sampling techniques were used for convenience and snowball, resulting in 53 responses. The electronic questionnaire was the instrument used for the collection of data and he added an advertising video. The results pointed to a high frequency of internet use by the respondents and the smartphone as the most used device for access. There was a certain mistrust regarding advertisements in general, and before acquiring a product/service, these respondents often reinforce their convictions through information from the internet, they are more affected by negative comments than positive in their choices and are more inclined to make purchases when the information comes from known people. It was also noticed that in the age group of up to 20 years there was a greater propensity to share and disseminate contents, as well as to buy and recommend a brand through the internet. Finally, it can be deduced that viral marketing, even though it is still little explored, can become a strategic ally for brands, in the propagation and dissemination of diverse contents through the internet, influencing the purchasing decisions, especially among the younger ones.