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TECENDO CONEXÕES VIRTUAIS: O PAPEL DAS COMUNIDADES ONLINE NAS DECISÕES DE COMPRA
Resumen
A forma em que as pessoas consomem foi alterada pela era digital e o uso constante de redes sociais, levando muitas vezes à criação de comunidades online. A presente pesquisa objetivou analisar o papel das comunidades online na formação das decisões de compra. Para tal, foram conduzidas seis (6) entrevistas em profundidade com membros de uma comunidade online. As análises foram realizadas no software QDA Miner. Os resultados destacam a importância das interações sociais e emocionais, a colaboração e troca de recursos entre os membros, a influência das interações online nas decisões de compra e estilo de vida dos participantes, além da ênfase em oportunidades de interação e compartilhamento de conhecimento na comunidade.
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