Compra de livros por impulso no social commerce

Detalhes bibliográficos
Autor(a) principal: Berlanga, Luciana da Silva
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
Texto Completo: http://tede2.espm.br/handle/tede/699
Resumo: This research aims to search for evidence that helps in the comprehension of how social networks influence, motivate and enable the impulsive purchase of books, by understanding the process of decision to buy and elements of this practice, sayings and dos of this behaviour. Therefore, qualitative research was made, by using elements of netnography, in an exploratory character with interviews. As a result, we observed that although social networks are relevant in the generation of purchase traffic, they do not carry enough credibility to generate in themselves all the journey of purchase through the checkout. Although the practices are individualised concerning the consumption of books, they are common in the process of online purchase. The discoveries offered opportunity perspectives to create a digital hub with book related content, where the managers, authors, editors, and other stakeholders will be able to benefit from the expanding promotion of the category.
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spelling Camargo, Ricardo ZagalloStrehlau, SuzaneCosta, Filipe Campelo Xavier da27146401847https://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4533301T3&tokenCaptchar=03AFcWeA6NX3ve8sRRHkARylHSIxRoAYfnujcvU9jRX9b1Hmf4ilhomtS_yVm0uJIW6GiAP6y1lOjMMCex9gajziQdRA3VfmcEYqYnsmmhgCBRB0Ja7MyanDIh46QG36GH9M-8vvdJ0WBy29_S2txAVedKF4BUWw6yhZo3Rbx8o_I-yQfiZ8m0Twi31fkA8ws4IHyRjeLhtafud4zScm1vxIFr93YeB4Qetc5Sqg1rStj5hGzl4dHepARhtqx1Kg1snCE7Ho6RN4YrOBKltmNax7eAMxkEiHNzshLQZDG2CvA8MtVaEdBEw97VSpTz6Y20WoHuP_-w9AmIEp65Mp0bfhzeMACVQcCY5UG2q9V9pDCRYHp4MKdyE5GXHVQx-B54yIcOLHmsAhmDMCitBP1cZjztmNtt227nkbsYKJzbpS1IMv8ouDX9nXBb_hACuNt1ERgjv2Z8kVJzGG2wfOjpVULnmGpEjxql-oPuhWOHlUXjo_snuDoMJ9cOGkfu3ulZ2eooqbImd3PFCrHWu5bSiO4wstVoyv6lGsncSF-ylf7iy_F-27RCsEiLFIgfBBddTXcXElDTojmYBerlanga, Luciana da Silva2023-09-25T13:57:53Z2023-02-28Berlanga, Luciana da Silva. Compra de livros por impulso no social commerce. 2023. [202 f.]. Dissertação (Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/699This research aims to search for evidence that helps in the comprehension of how social networks influence, motivate and enable the impulsive purchase of books, by understanding the process of decision to buy and elements of this practice, sayings and dos of this behaviour. Therefore, qualitative research was made, by using elements of netnography, in an exploratory character with interviews. As a result, we observed that although social networks are relevant in the generation of purchase traffic, they do not carry enough credibility to generate in themselves all the journey of purchase through the checkout. Although the practices are individualised concerning the consumption of books, they are common in the process of online purchase. The discoveries offered opportunity perspectives to create a digital hub with book related content, where the managers, authors, editors, and other stakeholders will be able to benefit from the expanding promotion of the category.Esse estudo tem como objetivo buscar evidências que ajudem na compreensão de como as redes sociais influenciam, estimulam e viabilizam a compra por impulso de livros, obtendo a compreensão sobre processo de decisão de compra e elementos das práticas, dizeres e fazeres desse comportamento. Para isso, realizou-se uma pesquisa qualitativa com uso de elementos da netnografia, de caráter exploratório com entrevistas. Como resultados observamos que as redes sociais embora relevantes na geração de tráfego para compra não carregam credibilidade suficiente para gerarem nelas mesmas toda a jornada de compra até o checkout. As práticas, embora individualizadas no que se refere ao consumo dos livros são comuns no comportamento de compra on-line. Os achados ofereceram perspectivas de oportunidade de criação de um hub digital de conteúdo de livros, o qual gestores, autores, editoras e outros stakeholders poderão se beneficiar na ampliação da promoção da categoria.Submitted by Débora Silva (deborasilva@espm.br) on 2023-09-25T12:16:15Z No. of bitstreams: 1 Luciana da Silva Berlanga.pdf: 1898590 bytes, checksum: a033467e852f6aaa4f5e6ae35d7a1115 (MD5)Approved for entry into archive by Débora Silva (deborasilva@espm.br) on 2023-09-25T13:57:32Z (GMT) No. of bitstreams: 1 Luciana da Silva Berlanga.pdf: 1898590 bytes, checksum: a033467e852f6aaa4f5e6ae35d7a1115 (MD5)Approved for entry into archive by Débora Silva (deborasilva@espm.br) on 2023-09-25T13:57:44Z (GMT) No. of bitstreams: 1 Luciana da Silva Berlanga.pdf: 1898590 bytes, checksum: a033467e852f6aaa4f5e6ae35d7a1115 (MD5)Made available in DSpace on 2023-09-25T13:57:53Z (GMT). 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dc.title.por.fl_str_mv Compra de livros por impulso no social commerce
dc.title.alternative.eng.fl_str_mv Buying books on impulse in social commerce
title Compra de livros por impulso no social commerce
spellingShingle Compra de livros por impulso no social commerce
Berlanga, Luciana da Silva
comportamento do consumidor; compra on-line por impulso; as redes sociais e a compra por impulso; compra de livros on-line e compra no social commerce
consumer’s behaviour; impulsive online purchase; social networks and impulsive purchase; purchase of online books and purchase on social commerce
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
title_short Compra de livros por impulso no social commerce
title_full Compra de livros por impulso no social commerce
title_fullStr Compra de livros por impulso no social commerce
title_full_unstemmed Compra de livros por impulso no social commerce
title_sort Compra de livros por impulso no social commerce
author Berlanga, Luciana da Silva
author_facet Berlanga, Luciana da Silva
author_role author
dc.contributor.advisor1.fl_str_mv Camargo, Ricardo Zagallo
dc.contributor.referee1.fl_str_mv Strehlau, Suzane
dc.contributor.referee2.fl_str_mv Costa, Filipe Campelo Xavier da
dc.contributor.authorID.fl_str_mv 27146401847
dc.contributor.authorLattes.fl_str_mv https://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4533301T3&tokenCaptchar=03AFcWeA6NX3ve8sRRHkARylHSIxRoAYfnujcvU9jRX9b1Hmf4ilhomtS_yVm0uJIW6GiAP6y1lOjMMCex9gajziQdRA3VfmcEYqYnsmmhgCBRB0Ja7MyanDIh46QG36GH9M-8vvdJ0WBy29_S2txAVedKF4BUWw6yhZo3Rbx8o_I-yQfiZ8m0Twi31fkA8ws4IHyRjeLhtafud4zScm1vxIFr93YeB4Qetc5Sqg1rStj5hGzl4dHepARhtqx1Kg1snCE7Ho6RN4YrOBKltmNax7eAMxkEiHNzshLQZDG2CvA8MtVaEdBEw97VSpTz6Y20WoHuP_-w9AmIEp65Mp0bfhzeMACVQcCY5UG2q9V9pDCRYHp4MKdyE5GXHVQx-B54yIcOLHmsAhmDMCitBP1cZjztmNtt227nkbsYKJzbpS1IMv8ouDX9nXBb_hACuNt1ERgjv2Z8kVJzGG2wfOjpVULnmGpEjxql-oPuhWOHlUXjo_snuDoMJ9cOGkfu3ulZ2eooqbImd3PFCrHWu5bSiO4wstVoyv6lGsncSF-ylf7iy_F-27RCsEiLFIgfBBddTXcXElDTojmY
dc.contributor.author.fl_str_mv Berlanga, Luciana da Silva
contributor_str_mv Camargo, Ricardo Zagallo
Strehlau, Suzane
Costa, Filipe Campelo Xavier da
dc.subject.por.fl_str_mv comportamento do consumidor; compra on-line por impulso; as redes sociais e a compra por impulso; compra de livros on-line e compra no social commerce
topic comportamento do consumidor; compra on-line por impulso; as redes sociais e a compra por impulso; compra de livros on-line e compra no social commerce
consumer’s behaviour; impulsive online purchase; social networks and impulsive purchase; purchase of online books and purchase on social commerce
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
dc.subject.eng.fl_str_mv consumer’s behaviour; impulsive online purchase; social networks and impulsive purchase; purchase of online books and purchase on social commerce
dc.subject.cnpq.fl_str_mv CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
description This research aims to search for evidence that helps in the comprehension of how social networks influence, motivate and enable the impulsive purchase of books, by understanding the process of decision to buy and elements of this practice, sayings and dos of this behaviour. Therefore, qualitative research was made, by using elements of netnography, in an exploratory character with interviews. As a result, we observed that although social networks are relevant in the generation of purchase traffic, they do not carry enough credibility to generate in themselves all the journey of purchase through the checkout. Although the practices are individualised concerning the consumption of books, they are common in the process of online purchase. The discoveries offered opportunity perspectives to create a digital hub with book related content, where the managers, authors, editors, and other stakeholders will be able to benefit from the expanding promotion of the category.
publishDate 2023
dc.date.accessioned.fl_str_mv 2023-09-25T13:57:53Z
dc.date.issued.fl_str_mv 2023-02-28
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
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dc.identifier.citation.fl_str_mv Berlanga, Luciana da Silva. Compra de livros por impulso no social commerce. 2023. [202 f.]. Dissertação (Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] .
dc.identifier.uri.fl_str_mv http://tede2.espm.br/handle/tede/699
identifier_str_mv Berlanga, Luciana da Silva. Compra de livros por impulso no social commerce. 2023. [202 f.]. Dissertação (Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] .
url http://tede2.espm.br/handle/tede/699
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dc.publisher.department.fl_str_mv ESPM::Pós-Graduação Stricto Sensu
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