A influência do marketing digital nas decisões de compra dos estudantes universitários: um estudo no IFPE - Campus Igarassu

Abstract

This study examines the impact of digital marketing on social media on the purchasing decisions of university students at IFPE - Igarassu Campus. The research employs a mixed-methods approach, combining a bibliographical survey with a questionnaire administered to 207 students in Management and Technology programs. The results reveal that social media exerts a significant influence on consumer behavior, with Instagram being the most widely used platform. Reviews from other consumers, demonstration videos, and frequency of exposure to ads were identified as determining factors in purchasing decisions. Although they consider the opinions of digital influencers, participants appear to trust reviews from ordinary consumers more. Promotions, brand reputation, and browsing safety also stand out as decisive factors. The research concludes that digital marketing is a strategic tool in the social media environment, and it is essential that companies prioritize credibility, personalization, transparency, and attention to the consumer’s final experience, considering that reviews from other consumers directly influence their purchasing behavior. Finally, we suggest expanding the study to other institutions and analyzing the impact of new digital platforms on consumer behavior.