Compra de livros por impulso no social commerce
Autor(a) principal: | |
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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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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). No. of bitstreams: 1 Luciana da Silva Berlanga.pdf: 1898590 bytes, checksum: a033467e852f6aaa4f5e6ae35d7a1115 (MD5) Previous issue date: 2023-02-28application/pdfhttp://tede2.espm.br/retrieve/2493/Luciana%20da%20Silva%20Berlanga.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Mestrado Profissional em Comportamento do ConsumidorESPMBrasilESPM::Pós-Graduação Stricto Sensucomportamento do consumidor; compra on-line por impulso; as redes sociais e a compra por impulso; compra de livros on-line e compra no social commerceconsumer’s behaviour; impulsive online purchase; social networks and impulsive purchase; purchase of online books and purchase on social commerceCIENCIAS SOCIAIS APLICADAS::COMUNICACAOCompra de livros por impulso no social commerceBuying books on impulse in social commerceinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-5003969050085565866500500600-4455193753091852328-4056021055502874573info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMTHUMBNAILLuciana da Silva Berlanga.pdf.jpgLuciana da Silva Berlanga.pdf.jpgimage/jpeg4083http://tede2.espm.br:8080/tede/bitstream/tede/699/4/Luciana+da+Silva+Berlanga.pdf.jpg990bbf83973fd1573a579baf1f5c1b89MD54TEXTLuciana da Silva Berlanga.pdf.txtLuciana da Silva Berlanga.pdf.txttext/plain397205http://tede2.espm.br:8080/tede/bitstream/tede/699/3/Luciana+da+Silva+Berlanga.pdf.txt9881f5aeb5557c3d38e7c1c080fa3202MD53ORIGINALLuciana da Silva Berlanga.pdfLuciana da Silva Berlanga.pdfapplication/pdf1898590http://tede2.espm.br:8080/tede/bitstream/tede/699/2/Luciana+da+Silva+Berlanga.pdfa033467e852f6aaa4f5e6ae35d7a1115MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81912http://tede2.espm.br:8080/tede/bitstream/tede/699/1/license.txt652c58b294e08ded719d10bdbc42f8ceMD51tede/6992023-09-26 01:01:01.599oai:tede2.espm.br:tede/699TElDRU7Dh0EgREUgRElTVFJJQlVJw4dBTyBOw4NPLUVYQ0xVU0lWQQpDb20gYSBhcHJlc2VudGHDp8OjbyBkZXN0YSBsaWNlbsOnYSwgdm9jw6ogKG8gYXV0b3IgKGVzKSBvdSBvIHRpdHVsYXIgZG9zIGRpcmVpdG9zIGRlIGF1dG9yKSBjb25jZWRlIEVTUE0gbyBkaXJlaXRvIG5vLWV4Y2x1c2l2byBkZSByZXByb2R1emlyLCB0cmFkdXppciAoY29uZm9ybWUgZGVmaW5pZG8gYWJhaXhvKSwgZS9vdSBkaXN0cmlidWlyIGEgc3VhIHRlc2Ugb3UgZGlzc2VydGHDp8OjbyAoaW5jbHVpbmRvIG8gcmVzdW1vKSBwb3IgdG9kbyBvIG11bmRvIG5vIGZvcm1hdG8gaW1wcmVzc28gZSBlbGV0csO0bmljbyBlIGVtIHF1YWxxdWVyIG1laW8sIGluY2x1aW5kbyBvcyBmb3JtYXRvcyDDoXVkaW8gb3UgdsOtZGVvLgoKVm9jw6ogY29uY29yZGEgcXVlIGEgRVNQTSBwb2RlLCBzZW0gYWx0ZXJhciBvIGNvbnRlw7pkbywgdHJhbnNwb3IgYSBzdWEgdGVzZSBvdSBkaXNzZXJ0YcOnw6NvIHBhcmEgcXVhbHF1ZXIgbWVpbyBvdSBmb3JtYXRvIHBhcmEgZmlucyBkZSBwcmVzZXJ2YcOnw6NvLgoKVm9jw6ogdGFtYsOpbSBjb25jb3JkYSBxdWUgYSBFU1BNIHBvZGUgbWFudGVyIG1haXMgZGUgdW1hIGPDs3BpYSBhIHN1YSB0ZXNlIG91IGRpc3NlcnRhw6fDo28gcGFyYSBmaW5zIGRlIHNlZ3VyYW7Dp2EsIGJhY2stdXAgZSBwcmVzZXJ2YcOnw6NvLgoKVm9jw6ogZGVjbGFyYSBxdWUgYSBzdWEgdGVzZSBvdSBkaXNzZXJ0YcOnw6NvIMOpIG9yaWdpbmFsIGUgcXVlIHZvY8OqIHRlbSBvIHBvZGVyIGRlIGNvbmNlZGVyIG9zIGRpcmVpdG9zIGNvbnRpZG9zIG5lc3RhIGxpY2Vuw6dhLiBWb2PDqiB0YW1iw6ltIGRlY2xhcmEgcXVlIG8gZGVww7NzaXRvIGRhIHN1YSB0ZXNlIG91IGRpc3NlcnRhw6fDo28sIHF1ZSBzZWphIGRlIHNldSBjb25oZWNpbWVudG8sIG7Do28gaW5mcmluZ2UgZGlyZWl0b3MgYXV0b3JhaXMgZGUgbmluZ3XDqW0uCgpDYXNvIGEgc3VhIHRlc2Ugb3UgZGlzc2VydGHDp8OjbyBjb250ZW5oYSBtYXRlcmlhbCBxdWUgdm9jw6ogbsOjbyBwb3NzdWkgYSB0aXR1bGFyaWRhZGUgZG9zIGRpcmVpdG9zIGF1dG9yYWlzLCB2b2PDqiBkZWNsYXJhIHF1ZSBvYnRldmUgYSBwZXJtaXNzw6NvIGlycmVzdHJpdGEgZG8gZGV0ZW50b3IgZG9zIGRpcmVpdG9zIGF1dG9yYWlzIHBhcmEgY29uY2VkZXIgw6AgRVNQTSBvcyBkaXJlaXRvcyBhcHJlc2VudGFkb3MgbmVzdGEgbGljZW7Dp2EsIGUgcXVlIGVzc2UgbWF0ZXJpYWwgZGUgcHJvcHJpZWRhZGUgZGUgdGVyY2Vpcm9zIGVzdMOhIGNsYXJhbWVudGUgaWRlbnRpZmljYWRvIGUgcmVjb25oZWNpZG8gbm8gdGV4dG8gb3Ugbm8gY29udGXDumRvIGRhIHRlc2Ugb3UgZGlzc2VydGHDp8OjbyBvcmEgZGVwb3NpdGFkYS4KCkNBU08gQSBURVNFIE9VIERJU1NFUlRBw4fDg08gT1JBIERFUE9TSVRBREEgVEVOSEEgU0lETyBSRVNVTFRBRE8gREUgVU0gUEFUUk9Dw41OSU8gT1UgQVBPSU8gREUgVU1BIEFHw4pOQ0lBIERFIEZPTUVOVE8gT1UgT1VUUk8gT1JHQU5JU01PIFFVRSBOw4NPTyBTRUpBIEEgRVNQTSwgVk9Dw4ogREVDTEFSQSBRVUUgUkVTUEVJVE9VIFRPRE9TIEUgUVVBSVNRVUVSIERJUkVJVE9TIERFIFJFVklTw4NPIENPTU8gVEFNQsOJTSBBUyBERU1BSVMgT0JSSUdBw4fDlUVTIEVYSUdJREFTIFBPUiBDT05UUkFUTyBPVSBBQ09SRE8uCgpBIEVTUE0gc2UgY29tcHJvbWV0ZSBhIGlkZW50aWZpY2FyIGNsYXJhbWVudGUgbyBzZXUgbm9tZSAocykgb3UgbyAocykgbm9tZSAocykgZG8gKHMpIGRldGVudG9yIChlcykgZG9zIGRpcmVpdG9zIGF1dG9yYWlzIGRhIHRlc2Ugb3UgZGlzc2VydGHDp8OjbywgZSBuw6NvIGZhcmEgcXVhbHF1ZXIgYWx0ZXJhw6fDo28sIGFsw6ltIGRhcXVlbGFzIGNvbmNlZGlkYXMgcG9yIGVzdGEgbGljZW7Dp2EuCg==Biblioteca Digital de Teses e Dissertaçõeshttps://tede2.espm.br/http://tede2.espm.br/oai/requestacervodigital@espm.br||hribeiro@espm.bropendoar:2023-09-26T04:01:01Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)false |
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 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
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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openAccess |
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Escola Superior de Propaganda e Marketing |
dc.publisher.program.fl_str_mv |
Programa de Mestrado Profissional em Comportamento do Consumidor |
dc.publisher.initials.fl_str_mv |
ESPM |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
ESPM::Pós-Graduação Stricto Sensu |
publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing |
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