{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,13]],"date-time":"2026-02-13T16:23:31Z","timestamp":1770999811488,"version":"3.50.1"},"reference-count":103,"publisher":"MDPI AG","issue":"10","license":[{"start":{"date-parts":[[2024,9,30]],"date-time":"2024-09-30T00:00:00Z","timestamp":1727654400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"FCT\u2014Funda\u00e7\u00e3o para a Ci\u00eancia e Tecnologia","award":["UIDP\/05422\/2020"],"award-info":[{"award-number":["UIDP\/05422\/2020"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Information"],"abstract":"<jats:p>Social networks have become a significant part of people\u2019s daily lives, particularly in the purchasing process. In this context, digital influencers have played an essential role in shaping consumers\u2019 opinions. In this sense, studying the role of social networks and influencers in the online product purchase decision process was considered pertinent. We selected two technology adoption models to fulfill this purpose: the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). We conducted an exploratory study using a quantitative approach, with data being collected through a questionnaire distributed online. The statistical analysis of the empirical model employed a partial least squares structural equation modeling (PLS-SEM) technique. Analyzing the 135 responses allowed us to conclude that social networks are relevant in consumers\u2019 purchase decision process. This research highlights the importance of the credibility of influencers, emotional connections with audiences, and the dynamics of the media in shaping consumer behavior. It highlights the strong influence of digital influencers on purchasing decisions and makes a methodological contribution with a rigorous empirical model. This study also suggests avenues for future research in order to deepen the understanding of influencer and social media marketing strategies.<\/jats:p>","DOI":"10.3390\/info15100601","type":"journal-article","created":{"date-parts":[[2024,9,30]],"date-time":"2024-09-30T11:32:05Z","timestamp":1727695925000},"page":"601","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":7,"title":["Social Networks and Digital Influencers in the Online Purchasing Decision Process"],"prefix":"10.3390","volume":"15","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-3318-9973","authenticated-orcid":false,"given":"Maria Jos\u00e9 Ang\u00e9lico","family":"Gon\u00e7alves","sequence":"first","affiliation":[{"name":"Centre for Organisational and Social Studies of the Polytechnic Institute of Porto (CEOS.PP), Accounting and Business School (ISCAP), Porto Polytechnic Institute, Porto, Outermost Regions Sustainable Ecosystem for Entrepreneurship and Innovation (OSEAN), 465-004 S\u00e3o Mamede de Infesta, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-0081-2335","authenticated-orcid":false,"given":"Adriana","family":"Oliveira","sequence":"additional","affiliation":[{"name":"Centre for Organisational and Social Studies of the Polytechnic Institute of Porto (CEOS.PP), Accounting and Business School (ISCAP), Porto Polytechnic Institute, Porto, 465-004 S\u00e3o Mamede de Infesta, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5958-9188","authenticated-orcid":false,"given":"Ant\u00f3nio","family":"Abreu","sequence":"additional","affiliation":[{"name":"Centre for Organisational and Social Studies of the Polytechnic Institute of Porto (CEOS.PP), Accounting and Business School (ISCAP), Porto Polytechnic Institute, Porto, 465-004 S\u00e3o Mamede de Infesta, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8564-4582","authenticated-orcid":false,"given":"Anabela","family":"Mesquita","sequence":"additional","affiliation":[{"name":"Centre for Organisational and Social Studies of the Polytechnic Institute of Porto (CEOS.PP), Accounting and Business School (ISCAP), Porto Polytechnic Institute, Porto, 465-004 S\u00e3o Mamede de Infesta, Portugal"}]}],"member":"1968","published-online":{"date-parts":[[2024,9,30]]},"reference":[{"key":"ref_1","unstructured":"Kemp, S. 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