Redes sociais e comportamento de compra: uma análise com estudantes adolescentes do Instituto Federal de Pernambuco.

Abstract

This study investigated the relationship between the use of social media and the purchasing behavior of adolescent students enrolled in the integrated technical course in Administration at IFPE – Campus Paulista. Considering that digital platforms have become central spaces for socialization, identity expression, and commercial interaction, the research sought to understand how these environments influence young people’s buying decisions. The general objective was to analyze the influence of social networks on the formation of preferences, desires, and purchasing choices, identifying emotional, social, and behavioral factors involved in this process. The research adopted a quantitative, exploratory, and descriptive approach, using a structured questionnaire composed of closed-ended questions to map social media habits, influence of trends, exposure to advertising, and purchase decisions. The results showed that most students intensively use platforms such as Instagram, TikTok, WhatsApp, and YouTube, and more than half reported being influenced by digital content when purchasing items, especially products related to fashion, aesthetics, and viral trends. Although explicit social pressure was not predominant, aspects such as belonging, symbolic validation, and identification with influencers played a significant role in adolescents’ decision-making processes. It is concluded that social media functions as a relevant mediator of young people’s choices, directly and indirectly shaping their consumption habits and highlighting the need for educational actions aimed at promoting critical thinking and responsible consumption in the digital environment.