ADOLESCENTES E O CONSUMO DIGITAL: UM ESTUDO SOBRE COMPRAS ONLINE EM UMA ESCOLA TÉCNICA DO RN

Authors

  • ADELIANE MARQUES SOARES UFRN
  • Ingrid Gabrielly Dantas de Farias
  • Lívia de Albuquerque Pinheiro
  • Keoma Ferreira Antonio

DOI:

https://doi.org/10.5380/relainep.v13i25.98331

Abstract

The study seeks to identify the factors that shape students' online consumption, the most used platforms, the browsing time and the most purchased type of product. The research was conducted using a qualitative and quantitative approach, applying a structured questionnaire with closed questions to students from the Professora Amazonina Teixeira de Carvalho State Center for Professional Education. The study reveals that most young consumers are women (67.6%), aged between 14 and 18. The most used shopping platform was Shopee, with the most purchased products being clothing and accessories, followed by cosmetics and beauty products. In addition, it is worth noting that the average time teenagers spend on social media is 3 to 4 hours, which has a significant influence on their purchasing decisions, especially through digital influencers. It is therefore concluded that digital marketing campaigns, combined with the behavior of influencers and the promotions offered, are key elements in shaping the consumption habits of this generation. Therefore, understanding the purchasing behavior of teenagers in the digital environment not only helps in creating more effective marketing strategies, but also reflects the transformation of consumption dynamics in the era of social networks.

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Published

2025-06-01

How to Cite

MARQUES SOARES, A., Ingrid Gabrielly Dantas de Farias, Lívia de Albuquerque Pinheiro, & Keoma Ferreira Antonio. (2025). ADOLESCENTES E O CONSUMO DIGITAL: UM ESTUDO SOBRE COMPRAS ONLINE EM UMA ESCOLA TÉCNICA DO RN. LATIN AMERICAN JOURNAL OF INNOVATION AND PRODUCTION ENGINEERING, 13(25), 75–88. https://doi.org/10.5380/relainep.v13i25.98331

Issue

Vol. 13 No. 25 (2025): RELAINEP - Revista Latino Americana de Inovação e Engenharia de Produção

Section

ARTICLE

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