Banca de QUALIFICAÇÃO: TAISA BIBIANO BRITO

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : TAISA BIBIANO BRITO
DATE: 30/05/2022
TIME: 19:00
LOCAL: videoconferência
TITLE:

DIGITAL INFLUENCE AND CONSUMPTION BEHAVIOR IN SOCIAL NETWORKS: AN ANALYSIS BASED ON THE THEORY OF PLANNED BEHAVIOR

KEY WORDS:

Consumption; behavior; digital influencer; digital influence; social networks; Theory of Planned Behavior

PAGES: 19
BIG AREA: Ciências Humanas
AREA: Psicologia
SUMMARY:

 

This research aims to identify how digital influence interferes in the consumption behavior of users of online social networks. For this, the Theory of Planned Behavior (TPB) will be used as theoretical and methodological support. The theory aims to explain, and predict the behavior, as well as the intention to perform it, considering that the performance of the behavior depends on the motivation and the ability to do it. From the TPB perspective, the immediate antecedent of a behavior is the intention to perform the behavior in question. These intentions are associated with the beliefs that the individual has about the behavior in question (AJZEN, 1991, 2015; FISHBEIN & AJZEN, 1975). Thus, we intend to use the Theory of Planned Behavio to identify how digital influence interferes in the consumption behavior of users of social networks, based on the analysis of the beliefs of a user of social networks in consuming what is indicated by na digital influencer.

BANKING MEMBERS:
Externo à Instituição - NELSIO RODRIGUES DE ABREU - UFPB
Externo à Instituição - PEDRO AFONSO CORTEZ - UTP
Presidente - 1449933 - SHEYLA CHRISTINE SANTOS FERNANDES