WEAVING VIRTUAL CONNECTIONS: The role of online communities in purchasing decisions
DOI:
https://doi.org/10.20873/uft.2447-4266.2025v11n1a03ptKeywords:
Consumer Behavior; Affective Economy; Experience; Social Interactions; Text Mining.Abstract
The way people consume has been altered by the digital age and the constant use of social networks, often leading to the creation of online communities. This research aimed to analyze the role of online communities in shaping purchasing decisions. For this purpose, six (6) in-depth interviews were conducted with members of an online community. The analyses were performed using the QDA Miner software. The results highlight the importance of social and emotional interactions, collaboration and resource exchange among members, the influence of online interactions on participants' purchasing decisions and lifestyle, as well as the emphasis on opportunities for interaction and knowledge sharing within the community.
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