Influência digital e sua relação com compras por impulso, comparação social e tempo de exposição às mídias sociais

Abstract

This study investigates digital influence and its relationship with consumer behavior, focusing on impulse buying, social comparison, and time spent on social media. Given the growing presence of social networks in everyday life and the consolidation of influencer marketing as an organizational strategy, it becomes relevant to understand how constant exposure to digital content and influencers can shape increasingly rapid and emotionally driven consumption decisions. The research adopted a quantitative, descriptive approach using a deductive method. Data were collected through an online survey administered to social media users, resulting in 205 valid responses. The data were analyzed using descriptive statistics, exploratory factor analysis, and reliability tests of the measurement scales. The results indicate that digital influence and time spent on social media are significantly related to impulse buying behavior, showing that greater exposure to digital content and influencers increases the likelihood of impulsive consumption. In addition, social comparison proved to be a relevant factor in shaping this behavior, intensifying feelings of inadequacy and the desire to belong. It is concluded that social media dynamics play a central role in the construction of contemporary consumption patterns, generating not only economic impacts but also psychological and social consequences. This study contributes to the literature by jointly integrating the concepts of digital influence, social comparison, and impulse buying, offering insights for future research and supporting the development of more ethical and responsible marketing strategies.