As empresas e os influenciadores digitais : relações de negócios no ambiente virtual

Abstract

The way companies are maintaining relationships with digital influencers for business growth within and outside the context of social networking is a worldwide observable fact. Such action is justified in view of the new social media that has been changing the relationship between companies and customers, and even being the main sales channels of most micro and small companies in Brazil. The objective of this research was to analyze the commercial relationship between digital influencers and Brazilian companies. Methodology applied to this research was the multiple case study, where according to Yin (2001) the observation of more than one case or organization can bring complementary information about a subject. Thus, the relationship between aracajuanas companies and digital influencers is positive, thus evidencing a new reality of service delivery, where this professional can be a significant support in building the brand of small entrepreneurs. However, research reveals that it is worth highlighting the importance of greater professionalization in relation to contractual terms in this service provision.in relation to the contractual terms in this service provision.