Abstract

SILVA, Giovanna Barbon da; ARVELA, Margarida Abreu  and  RAMOS, Célia M.Q.. The Influence of Social Media on Online Shopping. RISTI [online]. 2021, n.44, pp.50-66.  Epub Dec 31, 2021. ISSN 1646-9895.  https://doi.org/10.17013/risti.44.50-66.

Electronic Word of Mouth and Social Commerce are actions in great development, together with online shopping. The purchase decision process involves research and knowledge of the product or service, so that other consumers' opinions are very important at that stage. The goal of the research is to identify the behaviour of the consumers online shopping and the influence of social media on that process. Data collection occurred through an online form. From the answers we can conclude that there is a relationship between the age group and the importance level given to the opinions of other consumers during the product choice process. It was also possible to identify that the female public tends to consider the opinions of other consumers very important for the purchase decision.

Keywords : Electronic word of mouth; social commerce; e-commerce; social media marketing; decision making.

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