Araújo, Maria Valéria Pereira deSilva, Saulo Tavares da2021-08-092021-09-202021-08-092021-09-202021-04SILVA, Saulo Tavares da. Mídias sociais e suas influências no comportamento e decisão de compra de veículos: um estudo na percepção de natalenses da geração Z. 2021. 53 f. Trabalho de Conclusão de Curso (Graduação em Administração) - Departamento de Ciências Administrativas, Centro de Ciências Sociais Aplicadas, Universidade Federal do Rio Grande do Norte, Natal, 2021.https://repositorio.ufrn.br/handle/123456789/35271With the expansion of internet use and the coming of social media, such as YouTube and WhatsApp, it was possible to shorten distances and make quick real-in-time information exchange, such as opinions about a product or service. Thus, this study aims to analyze and understand how social media can influence the decision-making process for acquisition of vehicles by Generation Z public. In face of generational change, since Generation Z is more integrated with tech innovations, for being born during the Internet's expansion, how it can impact the buying decisions. To make this, an exploratory research was made with a focus group, where a semi structured script was applied to, with a qualitative approach. After conducting the interview, the results were analyzed, and it was found that, despite using the internet and social media in their daily lives, most young people, in the act of making high added value purchases, for example, vehicles, they still base their opinions on people from social life, as friends and relatives. However, they’re more open to online research for the opinions of other owners, to compare results. In addition, young people are concerned by the cost-benefit of the purchased product, to feel satisfied with the purchase.Attribution-NonCommercial-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nc-nd/3.0/br/Mídias sociaisComportamento do consumidorGeração ZTomada de decisãoDecisão de compraVeículo automotorSocial mediaConsumer behaviorGeneration Z.Decision makingBuying decisionmotor vehiclebachelorThesis