COMPORTAMENTO DA MARCA NAS REDES SOCIAIS E O IMPACTO NA INTENÇÃO DE COMPRA
Keywords:
consumer behavior, e-commerce, digital marketing, digital businesses, sustainabilityAbstract
The presence of brands in the digital space is a way to leverage technology to connect with consumers, reinforcing the importance of a strong and satisfactory market positioning. However, in Brazil, the influence of brand image, sustainability-related initiatives, and consumer engagement with brands on social media has not yet been sufficiently assessed. In this context, this study aimed to analyze, based on the Theory of Planned Behavior, the impact of brand behavior on social media (brand image, sustainable brand actions, and consumer engagement with the brand) on consumers' purchase intention. This is a quantitative study conducted with a sample of 330 participants. Data collection was carried out through an online questionnaire. For data analysis, PLS-SEM was applied using the Smart PLS 4 software. The results indicate that participants demonstrate a positive attitude toward the brand, feel confident in their ability to purchase its products, perceive the brand as having a strong reputation, and exhibit a high likelihood of buying its products in the future. On the other hand, the influence of family and friends on purchase decisions is not significant, and the perception that the brand is committed to sustainable practices, as well as personal interest and connection with the brand, is moderate. This article contributes to the literature by emphasizing the importance of considering psychological constructs in the development of marketing strategies aimed at increasing purchase intention.
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