New paradigm in communication — The social networks between Brands and Consumers

This study aims to analyze the relationship between brands and consumers on social networks, namely: perceive the behavior of consumers, analyze their relationship with brands and the impact in purchase decisions. The procedure that was used was a literature review on the topics addressed and the development of questionnaires to study the behavior of users of social networks. The results highlight the exponential use of social networks and the growing trend to follow certain brands. It also appears that consumers expect to achieve personal advantages through this proximity to the brands and to follow brands on social networks influence the purchase decision process of consumers.