A influência das redes sociais virtuais sobre a decisão de compra no mercado de alta-costura: um comparativo entre gerações

Abstract

The popularization of Internet has changed many paradigms of consumers behavior and businesses management processes. Social networks have become part of day-to-day lives of consumers who use them to interact with others and share content, but also to obtain information about a company, as the quality of the products and brand reputation. Through this, companies are increasing their attention to the content posted on social networks and the possibility of highlight their brands, conquer and strengthen relationships with their customers. One of the most common behaviors identified among women using social networks was to use them to research fashion trends. Based on that, this work has as main objective to analyze the influence of social networks on the buying behavior of consumers of haute couture dresses. For this, we need to identify the changes in consumer behavior after the Digital Era and the impact of social networks on the target audience. To achieve the objectives, 123 questionnaires were applied in a non-probabilistic sample of woman defined for convenience and trial. It was observed how people are engaged in social networks and how strongly them influence the behavior of consumers, especially the younger generations. People are using social networks as ways to communicate and seek information, including the marks, especially on product quality and company reputation, and suppliers of options available. Social networks identified as the most popular are Facebook and Instagram, consisting of publishing photos, videos and texts and were the focus of this study. As a result of this work, social networks appeared as one of the major online search tools to haute couture dresses, featuring as main attributes the diversity of products, the current trends and the convenience they offer, as well as the possibility to know the real reputation of the brands through the reviews that other consumers express online.