2024-08-302024-08-302024-08-13SILVA, Maria Eduarda Moraes e. O Impacto das mídias sociais na intenção de compra da kombucha da Amazônia: o papel mediador da marca 'Amazônia' na promoção internacional. 2024. Trabalho de Conclusão de Curso (Tecnologia em Comércio Exterior) - Universidade do Estado do Pará, Belém, 2024.https://bibliotecadigitaldetcc.uepa.br/handle/riuepa/475The consumption of healthy foods has been growing worldwide in recent years, an example of which is the Kombucha drink that is on the rise in the global market, composed of a fermented functional tea, which is rich in yeasts and acetic bacteria, considered to be a probiotic drink with numerous health benefits. The aim of this study was to discuss the impact of social media on the intention to buy sustainable and healthy products, and the influence of the "Amazônia" brand in promoting Kombucha on the international market. In this sense, as it is a healthy product with growth potential, we sought to discuss the influence of the use of social media using the 'Amazonia brand' as a competitive differentiator to achieve success in the global market. The results showed that the principles of sustainability, authenticity and digital communication can be integrated to significantly influence the purchasing intentions of contemporary consumers.Língua PortuguesaAbertoSocial mediaAmazonTrabalho de Conclusão de Curso (TCC)