A importância do marketing digital nas decisões de compras de cosméticos pela internet: um estudo entre jovens no município de Santana do Livramento - RS

Abstract

This study has as its theme the importance of Digital Marketing in decisions to purchase cosmetics over the internet, with the general objective of analyzing the importance of digital marketing in the decision to purchase cosmetics by young consumers in Santana do Livramento-RS. Therefore, it was necessary to outline specific objectives: a) Assess the socioeconomic profile of young cosmetic consumers who shop online; b) Analyze the main digital marketing strategies; c) Check the opinion of young people in relation to the digital influencer and its interference in purchasing decisions; d) Identify the types of products most consumed by respondents. In order to reach the proposed objective, we sought to answer the question that generated the research, what is the importance of digital marketing in consumers' decision to purchase cosmetics in Santana do Livramento? The field research methodology was used, and the questionnaire applied to 206 young people aged 18 to 28 years was used as a research tool to know the importance of digital marketing in the decision to purchase cosmetic products. The research presents a quantitative approach, descriptive character through the Survey method. The research instrument was developed according to the theoretical framework, to collect the data, links to the questionnaire were made available through social networks aimed at the young public of Santana do Livramento. As a result, it is concluded that young people are usually influenced through Digital Marketing.