SOUSA, J. F.; SOUSA, João Filipe de.
Resumo:
With the ease of accessing the Internet, consumers are increasingly determined to
time of purchase, such as what they want to buy, where they are going to buy it and how much they are willing to
to switch off. The implications of advertising for teenagers are objects of study from several
jurists, public and private institutions, civil society, both national and international.
This course completion work has the general objective of analyzing the influence of media
(You Tube) in the purchase decision of university consumers online. The universe
of this investigation corresponded to 50 high school students aged between 14 and 18 years old,
considered, for the purposes of this research, as young adolescents and the sample was 43
people who were the respondents. The data collection instrument was a questionnaire
semi-structured developed from three themes/dimensions: teaching process
learning, access to technologies and difficulties faced. the instrument was
presented to the students through an electronic questionnaire, developed from the
Google forms and forwarded by email and WhatsApp groups. the data collection
was carried out in the second half of 2021 and data analysis used basic statistics
descriptive with the support of SPSS software. It was decided to use position measures such as
median and mode, as well as absolute and relative frequency. What can be seen from this
study, is that this early exposure to brands has a direct influence on habits and
choices of these young people, which can be harmful in many cases, given the enormous amount
of offers and content of the most varied types that reach them every day, above all through the
universe online.
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