COMPORTAMENTO DA MARCA NAS REDES SOCIAIS E O IMPACTO NA INTENÇÃO DE COMPRA
Palabras clave:
comportamento do consumidor, e-commerce, marketing digital, negócios digitais, sustentabilidadeResumen
A presença das marcas no digital é uma forma de aproveitar a tecnologia para se conectar com os consumidores, fomentando a importância de um posicionamento satisfatório. No entanto, no Brasil, a influência da imagem da marca, das ações atreladas à sustentabilidade e o envolvimento do consumidor com a marca nas redes sociais ainda não foi suficientemente avaliada. Neste contexto, esta pesquisa objetivou analisar, a partir da Teoria do Comportamento Planejado, o impacto do comportamento da marca nas redes sociais (imagem da marca, ações sustentáveis da marca e o envolvimento dos consumidores com a marca) sobre a intenção de compra do consumidor. Trata-se de uma pesquisa quantitativa realizada com uma amostra de 330 participantes. A coleta de dados foi realizada por meio de questionário online. Para análise utilizou-se PLS-SEM, com o uso do software Smart PLS 4. Os resultados apontam que os participantes demonstram atitude positiva em relação à marca, sentem-se confiantes em sua capacidade de adquirir produtos da marca, percebem que a marca possui uma forte reputação e apresentam alta probabilidade de comprar produtos no futuro. Por outro lado, a influência de familiares e amigos na decisão de compra não é significativa e a percepção de que a marca está comprometida com práticas sustentáveis bem como o interesse e conexão pessoal com a marca são moderados. Este artigo contribui para o desenvolvimento da literatura enfatizando a importância de considerar construtos psicológicos na elaboração de estratégias de marketing voltadas para o aumento da intenção de compra.
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