Advertising influence on social networks in purchases of young consumers in the Central District, 2016

Abstract

The objective of this research was to evaluate the influence of advertising through social networks on the purchasing behavior of young people based on the increased use of the Internet and social networks.

We investigated the use they give to social networks and if the companies use them to influence, persuade, inform and motivate their target to buy products and services. The objectivist research method was used, with a mixed design (qualitative and quantitative), using as a qualitative technique the focus group and the quantitative design survey and structured observation; interviewing a total of 385 users of social networks, distributed 52% men and 48% women.

In conclusion the social network users use them 93% daily; 90% to socialize, 34% to learn about new products, 29% to make purchases and 23% for work purposes. Denoting that the advertising that stands out the most in this medium is brand advertising; same that focuses on the development of the identity and corporate image and the product, obtaining that 81% of the interviewees state that it is the one that catches their attention and is used by companies to reinforce the shopping experience.

The businessmen participating in the focus group indicated that they use the following social networks: Facebook, Instagram and Twitter to advertise their products.