Articles

SOCIAL MEDIA AND PURCHASE DECISION: RELATIONSHIPS AMONG BRAND CONTENT, DIGITAL INFLUENCERS AND ONLINE REVIEWS IN AN INTEGRATIVE REVIEW WITH AN EVIDENCE MAP

Izabela Neves de Melo, Mariana Azevedo Magerski, Prof. Me. Eder Freitas

Introduction: social media expose consumers to brand content, influencer recommendations and online reviews, distinct sources whose relationship with purchase decisions depends on context. Objective: to analyze and compare the relationships reported in the lit …