Marketing de influência e sua atuação no comportamento de compra do consumidor : um estudo de casos múltiplos

Abstract

The recognition and importance of digital influencers as valuable tools for companies that seek to persuade consumers to buy their products or services is notorious, since they are capable of generating a great impact on the buying decisions of their followers due to the influence they have and to the emotional connection they establish with their audience. In this sense, the present study had the general objective of analyzing the influence of digital influencers on consumer buying behavior when used by companies as a relationship marketing strategy. Methodologically, it is a qualitative-descriptive study, with the application of multiple case studies and collection of evidence through a questionnaire in five companies of variable branches in the city of Aracaju/SE. The results revealed that partnerships with digital influencers bring advantages to businesses, such as increased reach and visibility, connection with the target audience and association with a recognized personality. However, it is necessary to choose the right influencer considering their image, values and target audience. It is important to establish a clear contract to avoid legal or liability issues. It was concluded that the partnership between companies and digital influencers is an effective marketing strategy, capable of generating significant results in terms of visibility and sales, despite the challenges involved. Companies must be aware of this trend and know how to take advantage of it in the best possible way.