O consumo de produtos falsificados no Brasil a partir do marketing boca a boca eletrônico de reviews no tiktok

Abstract

15 seconds to 10 minutes is how long a video posted on TikTok can provide information on any topic, including a certain person's opinions and experiences about a specific product. The digital era and globalization allow the dissemination of information and the improvement in the production of counterfeits and tends to create the desire to consume products. The study's general objective is to understand how eWOM marketing influences the consumption of counterfeits based on content generated on the TikTok platform and as specific objectives of this study we analyze the public of people who consumed counterfeit products through this dissemination practice and observing the determining factors for the consumption of counterfeits instead of original products. Built to be interpreted both quantitatively and qualitatively, the individual survey style questionnaire showed that WOM marketing is still more widely used than its digital form, and this already has great relevance among those involved. The results indicated that the consumption of counterfeits is mainly motivated by the economic benefit of consumers, who have concerns related to functional risk, considered an inconvenient but not decisive aspect. Among this aspect, your considerations about the product, from the purchasing action, are at the mercy of the features presented, relating to other aspects studied, from financial risk, regret or even repeating the purchasing action. The research also serves as a reference for new studies aimed at the influence of TikTok and the acceptance and dissemination of videos with content based on the detriment of the offer of illegal products.