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Análise do impacto do uso das redes sociais (Facebook e WhatsApp) na decisão de compra em supermercados: caso da rede Shoprite supermarket em Moçambique
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A presente dissertação tem como principal objetivo analisar o impacto da utilização das redes sociais, nomeadamente o Facebook e o WhatsApp, na decisão de compra dos consumidores da cadeia de supermercados Shoprite em Moçambique. Este tema revela-se pertinente face à crescente digitalização do comércio no contexto moçambicano e à limitada investigação académica sobre o comportamento do consumidor no retalho alimentar digital. O estudo adotou uma abordagem quantitativa, com a aplicação de um questionário online aos consumidores da Shoprite, cujos dados foram analisados com recurso ao software SPSS (Statistical Package for the Social Sciences). Foram exploradas variáveis como o envolvimento com conteúdos digitais, a frequência de uso das redes sociais e a perceção do impacto nas decisões de compra. Os resultados evidenciam que, embora exista uma presença digital relevante da Shoprite, a conversão dessa presença em ações concretas de compra permanece limitada. A frequência de uso das redes sociais demonstrou ter uma correlação positiva com a perceção de impacto, enquanto fatores regionais também influenciam as decisões dos consumidores. Por outro lado, o nível de envolvimento pós-compra e a fidelização à marca revelaram-se fracos, sugerindo a necessidade de estratégias mais personalizadas e orientadas para o consumidor.
This dissertation aims to analyze the impact of social media use, specifically Facebook and WhatsApp, on the purchasing decisions of consumers at Shoprite chain of supermarkets in Mozambique. The topic is relevant due to the growing digitalization of commerce in the Mozambican context and the limited academic research on consumer behavior in the digital retail sector. A quantitative approach was adopted, using an online questionnaire distributed to Shoprite customers, with data analyzed through the SPSS (Statistical Package for the Social Sciences) software. Variables such as engagement with digital content, frequency of social media use, and the perceived impact on purchasing decisions were examined. The results show that although Shoprite maintains a relevant digital presence, this presence does not consistently translate into concrete purchasing actions. The frequency of social media use showed a positive correlation with perceived impact, while regional factors also influenced consumer decisions. On the other hand, post-purchase engagement and brand loyalty were found to be weak, highlighting the need for more personalized and consumer-focused strategies.
This dissertation aims to analyze the impact of social media use, specifically Facebook and WhatsApp, on the purchasing decisions of consumers at Shoprite chain of supermarkets in Mozambique. The topic is relevant due to the growing digitalization of commerce in the Mozambican context and the limited academic research on consumer behavior in the digital retail sector. A quantitative approach was adopted, using an online questionnaire distributed to Shoprite customers, with data analyzed through the SPSS (Statistical Package for the Social Sciences) software. Variables such as engagement with digital content, frequency of social media use, and the perceived impact on purchasing decisions were examined. The results show that although Shoprite maintains a relevant digital presence, this presence does not consistently translate into concrete purchasing actions. The frequency of social media use showed a positive correlation with perceived impact, while regional factors also influenced consumer decisions. On the other hand, post-purchase engagement and brand loyalty were found to be weak, highlighting the need for more personalized and consumer-focused strategies.
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Redes Sociais Facebook WhatsApp Decisão de compra Comportamento do consumidor Shoprite Moçambique