Os Influenciadores digitais e sua influência na decisão de compra dos consumidores/seguidores

Abstract

In recent decades, traditional ways of communicating products have been reinforced and, in many cases replaced, by internet-based communication, especially by social networks. The performance of digital influencers has been widely used by companies, as spokespersons for their brands and products, through their report on the use of advertised products. In this context, the present work sought to analyze whether consumers are influenced to purchase products advertised by digital influencers on the Instagram social network. To this end, a survey was carried out with a convenience sample, transmitted through the internet. The results of the investigation showed that the researched consumers, although they are influenced and take into account the opinions of the influencers about a certain good or service, seek to confirm the veracity of this information and do their own searches to find out about the products of interest to them.