USE OF DIGITAL SOCIAL NETWORKS IN THE DECISION-MAKING PURCHASE PROCESS: A STUDY WITH UNIVERSITY CONSUMERS

Authors

  • Arthur Nathanael Nogueira Fernandes Universidade Federal Rural do Semi-Árido
  • Agostinha Mafalda Barra de Oliveira Universidade Federal Rural do Semi-Árido
  • Aline Francilurdes Nery Vale Universidade Federal Rural do Semi-Árido
  • Suzana Virgínia Suzana Virgínia da Costa Régis Universidade Estadual do Ceará
  • Suely Xavier dos Santos Universidade Federal Rural do Semi-Árido

DOI:

https://doi.org/10.54372/pc.2023.v18.3533

Keywords:

Digital social networks, Consumer behavior, Purchasing decision process, College students

Abstract

This article aims to verify whether the use and frequency of use of digital social networks in a purchase decision process are associated with gender, age group, marital status and family income of students from a federal university located in the interior of northeastern Brazil. To this end, a questionnaire was applied to 578 students from this university. The study traces the profile of the university consumer and confronts this profile with the use and frequency of use of social networks in the stages of the purchase decision-making process; in addition, it lists the digital social networks most used by university students in the stages of their purchasing decision-making processes. The findings of this study partially confirm the hypothesis that the use and frequency of use of digital social networks in a buying decision process are associated with the gender variable; but they deny its association with the variables age group, marital status and family income. In addition, they emphasize the need for organizations to pay greater attention to information about the existence, functionality and benefits of goods and / or services that are made available on digital social networks.

Author Biographies

Arthur Nathanael Nogueira Fernandes, Universidade Federal Rural do Semi-Árido

Graduado em Administração pela Universidade Federal Rural do Semi-Árido (UFERSA).

E-mail: arthurnatanael@hotmail.com

Agostinha Mafalda Barra de Oliveira, Universidade Federal Rural do Semi-Árido

Doutora em Psicologia Social e Antropologia das Organizações pela Universidade de Salamanca. Professora Adjunta na Universidade Federal Rural do Semi-Árido (UFERSA).

E-mail: agostinhamafalda@ufersa.edu.br

Aline Francilurdes Nery Vale, Universidade Federal Rural do Semi-Árido

E-mail: alinefrancilurdes@hotmail.com

Suzana Virgínia Suzana Virgínia da Costa Régis, Universidade Estadual do Ceará

Mestre em Administração pelo Programa de Pós-graduação em Administração da Universidade Federal Rural do Semi-Árido (PPGA/UFERSA). Doutoranda em Administração pelo Programa de Pós-Graduação em Administração pela Universidade Estadual do Ceará (PPGA/UECE). 

E-mail: suzanavirginia9@gmail.com

Suely Xavier dos Santos, Universidade Federal Rural do Semi-Árido

Doutoranda em Administração pela Universidade Potiguar (UNP).

E-mail: suely.xavier@ufersa.edu.br

Published

2023-10-29

How to Cite

Nogueira Fernandes, A. N. ., Barra de Oliveira, A. M., Vale, A. F. N., Suzana Virgínia da Costa Régis, S. V. ., & dos Santos, S. X. . (2023). USE OF DIGITAL SOCIAL NETWORKS IN THE DECISION-MAKING PURCHASE PROCESS: A STUDY WITH UNIVERSITY CONSUMERS. Perspectivas Contemporâneas - Contemporary Perspectives, 18(1), 1–22. https://doi.org/10.54372/pc.2023.v18.3533

Issue

Section

Complete Article or Original Article