Year: 2022
Type: article
Abstract: Introduction: The influences that marketing and organizations cause on users are capable of affecting their behavior. Current generations have at their fingertips technological tools as allies and are always connected and subject to attractions and amenities, making their shopping experiences, behaviors and living more dynamic. Objective: To analyze the influence of social networks and the power that the internet/marketing companies exercise over consumers in decisions, especially when shopping. Methodology: A search was carried out between February and May 2022, for scientific material related to behavioral change and new marketing strategies, through Google Scholar databases and preferably in business administration databases, written in Portuguese. Monographs, dissertations and theses were used as exclusion items, especially with a focus on the product and not the person. After an initial reading of the abstracts, 21 articles were selected for reading in full and composing the structural body of this narrative review. Final Considerations: Social networks and marketing strategies have a great influence on behavior and have power over consumers in the decision-making process at the time of purchase, arousing the desire to obtain products and services. Digital resources/equipment and related media, websites, anonymous digital influencers and especially famous ones, advertisements, posts, videos, among others, are powerful resources to attract and arouse the need to obtain products, even when there is no real need for consumers to get them.
Source: E-Acadêmica
Institutions: Faculdade Santa Marcelina, Universidade Brasil
Language: Portuguese
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4283069709