Vídeos no youtube como influenciadores no consumo de maquiagem pelas mulheres

Abstract

This study aimed to analyze the role that makeup videos shared in Youtube have in the behavior of makeup consumption by women. The literature review approached consumer behavior, as well as the purchasing decision process and the variables that support decision making. The classification of the research about the objectives is exploratory with a qualitative approach, but about the procedures, It is a bibliographical and field research, in which the survey of the primary data was performed by interviews and the data analysis was performed by the analysis of content. The research result was that, the consumers showed up with a profile of daily usage of makeup, with high level of its products' consumption, a meticulous buying behavior and an obstinated demand for cost-benefit. Regarding the role of Youtube in the purchasing behavior of these consumers, it was identified the usage of social media as the main source of information in the purchasing decision process, what changed the way of the makeup's consumption by the woman, by allowing the easy access to information about products and about their usage.