A influência do conteúdo digital personalizado na decisão de compra: um estudo com consumidores de gelato na Puro Gelato em Araraquara – SP

Abstract

Digital social networks play an important role in the communication between brands and consumers, especially in the context of digital marketing applied to local businesses. However, there are still limited studies that empirically analyze how content personalization on Instagram may influence purchase decisions in small businesses in the food sector. In this context, the objective of this study is to analyze whether personalized digital content published on the Instagram profile of Puro Gelato Araraquara may influence consumers’ purchase decisions, focusing on the perception of personalization, engagement, and purchase intention. To achieve this objective, a descriptive research with a quantitative approach was conducted through the application of a structured questionnaire using a five-point Likert scale to followers and consumers of the brand. The data were analyzed based on descriptive statistics, allowing the identification of perceptions and behaviors related to Instagram use and the impact of personalized content. The results indicate that Instagram is perceived by respondents as a relevant platform for discovering brands and following updates, and that content personalization may influence purchase decisions. Elements such as local references, weather conditions, seasonality, and the highlighting of preferred flavors showed indications of contributing to an increased intention to visit the store and stimulate purchases. It is concluded that personalized digital content may represent a relevant strategy for local businesses in the food sector, potentially contributing to strengthening relationships with the audience, increasing engagement, and converting online interactions into consumer behavior.