Influence of Social Networks on Consumer Behavior

Feliphe Chaves; Renê de Oliveira Joaquim dos Santos

DOI: 10.22167/2675-6528-202602891

Article derived from a Final Course Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege for textual synthesis and organization.

Abstract

The study of consumer behavior sought to understand the factors influencing purchasing decisions in the context of increasing digitalization, where the internet is widely used by the Brazilian population. The objective was to analyze how social media influences consumer purchasing behavior and identify the types of content that generate the most attention. Data collection occurred through an online questionnaire, distributed to the general public, which resulted in 159 valid responses. The data were processed and analyzed using descriptive statistics and variable cross-tabulation to identify trends and correlations. The results revealed that 89.9% of respondents had already made purchases after exposure to content on social media. Platforms such as TikTok and Pinterest showed the highest conversion rates among their users. It was observed that organic reviews and recommendations from friends or family exerted the greatest influence on purchasing decisions. Furthermore, it was identified that the absence of prior financial planning and the high frequency of exposure to dynamic content on social media acted as catalysts for recurring purchases. It was concluded that social media has consolidated itself as a strategic conversion channel, and understanding these mechanisms is fundamental for brands to develop efficient digital marketing strategies, prioritizing transparency and social proof.

Keywords: Consumer behavior; Purchase decision; Content strategy; Digital marketing; Social media.

1. Introduction

The study of consumer behavior, although it may seem like a recent research area, has its roots in the 1960s. At that time, brands began to recognize the need to understand consumer purchasing decisions to develop more effective marketing campaigns, which would generate positive results, satisfaction, and engagement. Since then, a detailed understanding of the factors influencing the customer and their behavior has become paramount (Assis et al., 2018).

The area of consumer behavior is dedicated to investigating the process by which customers acquire products and services, and how these processes shape their purchases. Over time, this field of study has expanded significantly. What was once a more restricted approach, focused only on buyers and pre- and post-purchase events, today encompasses a broader analysis, exploring less evident factors that directly impact consumption decisions (Hawkins et al., 2018).

Several factors can directly influence a purchase, with four main categories that aid in understanding consumer motivations: cultural, social, personal, and psychological factors (Kotler and Armstrong, 2005). Cultural factors exert the deepest influence, shaping individuals’ identity and socialization within specific groups, such as nationalities, racial groups, religions, and geographic regions. Social factors encompass family, friends, neighborhood, status, and reference groups. Personal factors refer to each individual’s unique personality, and brands often seek to align with these personalities. Psychological factors, on the other hand, are internal elements that drive the consumer to acquire a product (Mattei et al., 2006).

In this context, it becomes crucial for brands to understand consumer preferences (Silva Neto, 2021). It is essential to know how, what, where, and how often they buy, so that, based on this information, they can develop marketing strategies capable of influencing these consumers effectively (Farias et al., 2008).

The digitalization of the Brazilian population has been a remarkable phenomenon. Data from IBGE (2024), from the annual module of the Continuous PNAD on Information and Communication Technology (ICT), reveal an increase of 6.1 million people with internet access in the last two years, reaching 89.1% of the population aged ten years or older in 2024. This growth is significant, considering that in 2016, the percentage was 66.1% of Brazilians connected.

The internet has emerged as the main catalyst for transformations in consumer behavior, providing quick and broad access to information. This shift has resulted in increased competitiveness among brands and allowed consumers to find products and services of better quality and more suited to their needs (Silva Neto, 2021). Social networks, in particular, have consolidated themselves as a vital space for brand presence and engagement, given that a large portion of the Brazilian population uses them daily. Statistics from IBGE (2024) indicate that, among internet users, approximately 84.2% access social networks, 88.5% watch videos, and 83.5% listen to music or podcasts. Furthermore, about 48.1% use the internet to make purchases or order goods and services, highlighting the potential of social networks as a strategic channel for connecting brands and consumers.

To establish this connection with the client, brands have adopted content marketing, a strategy that manifests itself in a natural and less invasive way. This type of content, which can be for entertainment or present brand news, is often disseminated by digital influencers, with the purpose of inspiring and bringing the client closer to the brand (Cordebello and Ferrari, 2021).

Given the growing digitalization and the prominence of social media in consumers’ lives, it becomes essential for brands to understand how consumers act, where they are, and how they make their purchases. Social media have become a sales channel, where brands can present their products more authentically and impact current and future customers. The relevance of the topic lies in the need to understand how social media influence purchasing behavior, which factors are most decisive in this process, and which types of content generate the most engagement and attention. Thus, this research aims primarily to analyze how social media influence consumer purchasing behavior, identify the most decisive factors in this process, and verify which types of content generate the most engagement and attention.

2. Material and Methods

This research was characterized by a descriptive nature and a quantitative approach, employing the *survey* research strategy. The central objective was to describe the characteristics of a specific population and identify possible correlations between the studied variables. To ensure accuracy in the representation of these characteristics, a structured data collection instrument was used, as recommended for descriptive research (Gil, 2022).

The unit of analysis consisted of consumer purchasing behavior, focusing on the influence of social media. The target audience was a comprehensive, non-probabilistic convenience sample, composed of individuals with different histories of social media use and consumption. At the end of the collection period, 159 valid responses were obtained, which constituted the empirical basis for the analysis.

Data collection was carried out through a structured online questionnaire, developed on the Google Forms platform. The questionnaire was distributed through social networks and messaging applications, such as Instagram and WhatsApp, to reach a diverse audience. The collection period extended from November 26, 2025, to January 15, 2026.

Throughout the entire data collection process, the necessary ethical considerations were observed. Participants’ anonymity was guaranteed, and the collected data were used exclusively for academic purposes. Participation in the research was voluntary, with respondents’ consent expressed through a term of implicit consent by selecting the participation option in the form.

The questionnaire was structured into four distinct blocks to address the different aspects of the study. The first block was dedicated to obtaining demographic information from the respondents, including age, gender, state of residence, city population size, education level, main occupation, and salary range.

The second block of the questionnaire aimed to understand participants’ behavior regarding social media use. The questions raised sought to identify which social networks were used, the form of use, and the daily frequency of access, providing an overview of respondents’ interaction with these platforms.

The third block was designed to investigate the respondents’ purchasing behavior. The questions aimed to understand how participants planned their purchases, what were the main reasons that led them to make an acquisition, and what factors exerted the greatest influence on their final purchasing decisions.

Finally, the fourth block of the questionnaire sought to correlate consumer behavior with the influence of social media. This segment explored the frequency of purchases made after exposure to content on social networks, the average price of products or services acquired under this influence, and the degree of impact of social networks on the purchase decision-making process.

The obtained data were processed, visualized, and analyzed using Microsoft Excel software. The analysis technique employed consisted of applying descriptive statistics to summarize the information and crossing variables. This procedure allowed for the visualization of trends and the calculation of correlations, highlighting how social networks impact consumer purchasing decision behavior.

3. Results and Discussion

The analysis of the collected data, which totaled 158 valid responses, revealed significant insights into the influence of social media on consumer purchasing behavior. Initially, the demographic profile of the sample indicated a significant concentration in the 25 to 34 age group, representing 50% of the total respondents. The 35 to 44 and 18 to 24 age groups corresponded to 16.5% and 5%, respectively. The age distribution was proportionally similar between men and women, suggesting homogeneity in the participants’ profile, which strengthens the representativeness of the findings in relation to the research target audience.

Regarding the educational level, the sample demonstrated a high degree of instruction, with 89.9% of respondents having completed undergraduate degrees, and 49.4% having already completed or being currently pursuing postgraduate studies. Only 7.6% indicated High School as their maximum level of education. Economically, the majority of participants presented salary ranges above BRL 5,000.00, with 36.0% in the BRL 5,001.00 to BRL 10,000.00 range, 25.9% between BRL 10,001.00 and BRL 20,000.00, and 6.3% above BRL 20,000.00. The lower income ranges, up to BRL 5,000.00, accounted for 31.7% of respondents.

One of the most relevant findings of the research was the confirmation of social networks’ capacity to boost sales conversion. It was found that 89.9% of respondents have already made purchases of products or services after being exposed to content on these platforms. This high rate ratifies the importance of social networks not only as spaces for social interaction but as crucial tools in the contemporary consumer’s buying journey, as pointed out by Silva Neto (2021), who highlights the internet as a catalyst for transformations in consumption.

Instagram’s hegemony as the most used platform was evident, with 96% of the sample indicating its use. YouTube consolidated itself as the second most relevant network, with 76.6% adherence, followed by Facebook, which maintained a resilient base of 42% of users. TikTok, with 33.5% of respondents, also stood out. These data underscore the dispersion of consumer attention across different channels, requiring brands to develop multichannel digital marketing strategies to reach their audience effectively.

Upon deepening the analysis of the effectiveness of each channel in purchase conversion, it was observed that, although Instagram holds the largest user base, platforms like TikTok and Pinterest presented the highest conversion rates, with 96.2% and 94.6% of their users, respectively, having already made a purchase after exposure to content. Twitter/X (91.4%), Facebook (91%), and Instagram (90.8%) also demonstrated high rates. A demographic breakdown revealed that 68.6% of TikTok users and 68.5% of Pinterest users who made purchases belong to the 25 to 34 age group, indicating a young and engaged audience on these channels.

The research also showed a strong overlap in platform usage, with 98% of TikTok users and 94% of Pinterest users also using Instagram. This finding suggests that the target audience’s consumption journey is fragmented and occurs across multiple platforms, demanding an integrated approach from brands. Understanding this behavior is vital for optimizing content distribution and engagement strategies, ensuring that the brand’s message reaches the consumer at different touchpoints along their digital journey.

The analysis of the motivations that lead users to digital platforms revealed that the main purpose of use is still primary social interaction, with 79.7% of respondents seeking to maintain contact with friends and family. However, a strong utilitarian orientation was identified, with 62.7% actively seeking information, reviews, or tutorials before making a purchase decision. Additionally, 55% use the networks to follow content from digital influencers, while 40.5% monitor trends and launches, 35.4% look for promotions and offers, and 27.8% follow brands they are already customers of.

The correlation between the purposes of using social media and the effective conversion into purchases was direct and significant. It was observed that 100% of respondents who use social media to follow promotions and offers have already made purchases. Similarly, users who actively seek reviews and tutorials showed a conversion rate of 96.9%, followed by those who follow influencers (94.3%), trends and news (92.2%), and brands they are already customers of (90.7%). The lowest conversion rate, 90.4%, was observed among users whose primary purpose is social contact, which reinforces the importance of content marketing to create a direct and authentic connection with the customer (Cordebello and Ferrari, 2021).

The analysis of the determining factors in the purchase decision underlined the relevance of credibility and social proof. Organic reviews, such as reviews and comments from other users, and recommendations from friends or family, exerted the greatest impact, with 78.3% and 87.4% positive influence, respectively. Kotler and Armstrong (2005) classify these as social factors, highlighting their profound influence on consumer behavior. In contrast, recommendations from influencers and sponsored ads showed the highest rates of rejection or indifference, with 21.0% and 26.6% of respondents stating they were not influenced by these channels.

The stratifications performed, crossing these variables with average ticket, purchase frequency, salary range, and gender, did not reveal statistically significant variations. This indicates that trust in social proof is a transversal behavior in the sample, regardless of demographic or economic profile. This finding suggests that brands should prioritize building a solid reputation and encourage the generation of organic content and genuine recommendations to maximize the effectiveness of their digital marketing strategies.

Content format preferences also showed notable distinctions between genders. The female audience demonstrated an inclination for fast-paced and dynamic content, with 58.9% preferring short videos (Reels or TikTok style) and 25.6% opting for Stories. In contrast, the male audience, while also consuming short videos (40%), revealed a significantly higher propensity for long videos (34%), on platforms like YouTube or IGTV. These data, according to Hawkins et al. (2018), suggest that female engagement is more tied to visual dynamism, while male engagement seeks content with greater information density and exposure time.

Financial planning behavior revealed clear distinctions between genders and a direct influence on purchase recurrence. The ‘Rigid Planning’ profile, characterized by anticipating purchases and absence of unforeseen expenses, was more prevalent among men (33.3%) than women (15.2%). On the other hand, the female audience led the ‘Flexible Planning’ profile, which plans most expenses but occasionally gives in to impulse, with 60.9% compared to 52.9% of men. The tendency towards immediate and unplanned consumption was higher in the female audience (16.3%) compared to the male audience (5.9%).

The analysis demonstrated an inverse correlation between planning rigor and purchase frequency: only 48% of ‘Rigid Planners’ made more than three purchases, while this rate rose to 76% among consumers driven by immediate desire and need. These results suggest that the absence of prior planning acts as a catalyst for recurring conversion on social media, indicating that continuous exposure to dynamic content can trigger impulse purchases, even in profiles seeking some financial control.

Regarding consumption triggers, the sample demonstrated a predominantly pragmatic orientation, with 69% of purchase decisions motivated by necessity or utility. Desire or impulse accounted for 18.4%, and strategic anticipation, taking advantage of deals, for 10.8%. The average ticket of transactions influenced by social media was concentrated in the range between R$ 50.00 and R$ 500.00, covering 73.4% of purchases. This consumption pattern proved to be transversal across salary ranges from R$ 2,501.00 to R$ 20,000.00, indicating that social media influence extends across different economic strata.

Purchase recurrence was a striking factor, with 59.2% of respondents having already made more than three purchases motivated by social media, which highlights habitual consumption behavior. The direct correlation between the intensity of platform use and conversion was clear: among users who access social media several times a day, the buyer index reached 97%. It is concluded that the greater the frequency of exposure to digital content, the greater the individual’s propensity to convert browsing into a commercial transaction, corroborating the importance of strategic and well-directed digital marketing (Farias et al., 2008).

By isolating the segment of consumers with high purchase recurrence (above three times) and intensive use of social media (multiple daily access), it was possible to draw a detailed profile. This group is almost omnipresent on Instagram (97%), followed by YouTube (73%), TikTok and Facebook (both with 44.6%), and Pinterest (31.1%). The format preference for this profile shows a clear inclination towards high-speed, immediate consumption content, with 79% prioritizing short videos (56%) and stories (23%). Financially, ‘Flexible Planning’ predominates, where 62% plan most of their expenses but admit to impulse purchases, reinforcing that continuous exposure to dynamic content on social media acts as a trigger for unplanned consumption, even among those who seek financial control.

In summary, the results confirm that social networks are strategic conversion channels, with 89.9% of respondents making purchases after exposure to content. Platforms like TikTok and Pinterest stand out in conversion, especially among the 25 to 34-year-old demographic. The influence of organic reviews and recommendations from friends or family is superior to that of influencers and sponsored ads, evidencing the primacy of social proof. The absence of prior financial planning and the high frequency of exposure to dynamic content act as catalysts for recurring purchases, consolidating social networks as essential environments for digital marketing strategies that prioritize transparency and authentic engagement.

4. Conclusion

The study sought to analyze how social networks influence consumer purchasing behavior and identify the types of content that generate the most attention. It was found that social networks have consolidated as strategic conversion channels, with 89.9% of respondents making purchases after exposure to content on these platforms. It was observed that platforms such as TikTok and Pinterest presented the highest conversion rates among their users, especially in the 25 to 34 age group, although Instagram maintained the largest user base. The analysis of usage purposes revealed that, in addition to social interaction, the search for information, reviews, and tutorials, as well as following promotions, were strong catalysts for purchases. It was identified that organic reviews and recommendations from friends or family exerted the greatest influence on purchasing decisions, surpassing that of influencers and sponsored ads, which underscores the primacy of social proof. The main contribution of this study lies in mapping the digital consumer journey, providing subsidies for brands to develop more efficient digital marketing strategies, prioritizing transparency and authentic engagement.

Additionally, it was found that the absence of prior financial planning and the high frequency of exposure to dynamic content on social media acted as catalysts for recurring purchases, especially among “Flexible Planning” profiles. However, the research presented limitations inherent to the online questionnaire method, such as the respondents’ memory bias regarding their purchases and financial habits, and the impossibility of generalizing the results to the entire Brazilian population due to the non-probabilistic convenience sample. It is suggested for future studies to deepen the investigation into the particularities and desires of specific audiences, allowing brands to develop even more assertive communications aligned with the expectations of a constantly transforming market, exploring the effectiveness of different content formats for distinct demographic segments.

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Article originating from the Final Course Work of Specialization in Digital Business from the MBA USP/Esalq

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