A utilização do personal branding por influenciadores digitais na indução do comportamento dos usuários de mídias sociais

Abstract

The use of personal branding came from the need to manage, in a strategic way, the image of a certain individual. The concept has been used subconsciously in social media by so-called digital influencers, who are in a process of constant rise within this online environment, especially after the popularization of the Instagram platform. In view of the timeliness of the terms explained, as well as the need to add scientific material to the academic environment, there was relevance in the study of personal branding practices in social media and how their use by digital influencers impacts the behavior of users of these media. Thus, the study in question had the general objective of analyzing how personal branding is used by digital influencers to induce the behavior of social media users, being approached, in a specific way, the Instagram platform. To this end, it was necessary to conduct a field study, with four profiles of digital influencers and field survey (survey) with users of the Instagram platform, both methods being of an exploratory and explanatory nature. From the results obtained, through further analysis, it was identified that the personal branding actions taken by digital influencers in the processes of creating, developing and managing your personal brand, positively impact the perception that Instagram users have regarding it. It was also found that these same actions are responsible for inducing the behavior of users in the process of acquiring a product or service and in changing personal / behavioral habits, considering the predominant percentage of users who have already performed any of these two processes. Finally, it was concluded that, for a given individual to feel induced by some influencer, it is necessary to implement daily personal branding actions, which alter the personal perspective of each of these individuals.