TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | DIGITAL INFLUENCERS: POTENTIATING AGENTS IN THE PURCHASE DECISION PROCESS OF BEAUTY PRODUCTS FOR CURLY AND FRIZZY HAIR | ||||||||||||
| Autor(es): |
LARISSA CRISTINE FLOR CARVALHO |
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| Colaborador(es): |
VIVIAN PEUKER SARDON STEINHAUSER - Orientador |
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| Catalogação: | 09/AGO/2021 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=54102@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=54102@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.54102 | ||||||||||||
| Resumo: | |||||||||||||
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This work aims to understand the role of digital influences in the buying decision process from women who use products for curly and frizzy hair. Also, how this that use influence can impact the behavior of consumers. For this, the following concepts were analyzed: purchase decision, reference groups, digital marketing, and Instagram. To understand the consumer, a qualitative and exploratory research was carried out, considering the interviewees point of view and subjectivity. With that outcome was possible to understand how curly and frizzy hair women are influenced of bloggers women.
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