O efeito da comunicação em mídias digitais sobre o comportamento do consumidor: um estudo no mercado de food delivery

Abstract

This study seeks to identify the effect that communication in digital media made by home food delivery companies, here called food delivery, generates about the attitude and behavior of the target audience. It was carried out a qualitative study through an in-depth interview with twentytwo people, selected for convenience, with the answers evaluate through the use of the Content Analysis Method. It was noted the communication influences consumer attitude but does not determine buying behavior. In contrast, the excessive and insistent communication, used in the wrong media and intended for certain customer profiles, do not causes withdrawal on those who are already customers, but can generate a negative attitude in those who do not use the service, including influence their intention, and consequently their behavior of do not use the food delivery services advertised. Therefore, it is understood that communication can influence consumer behavior, but it is not the only factor necessary to determine this behavior.