O impacto dos digital influencers no comportamento do consumidor por meio do Instagram

Abstract

The internet is considered an important milestone in the evolution of technology, as it brings people, cultures and directly influences the evolution of the consumer market, in view of the ease nowadays for quick and practical access in the acquisition of services and products. Organizations have adapted to the context of social networks in order to get closer to the consumer. Although the internet offers several access tools, not all individuals are able to promote themselves on the network to the point of influencing others. Digital Influencer is considered a person who has reach, engagement, and relevance, in order to maintain a good audience to the point of conquering his audience in order to exert influence over him. The brands, when analyzing that people dedicate part of their time connected in the networks, have invested in opinion leaders to transmit their products. The aim of this study was to understand how digital Influencers interfere with consumer behavior through Instagram. In order to achieve this objective, bibliographic searches were used, referring to periodicals, books, as well as digital media, designed as a field study, where a form applied via Google Forms was used as a research instrument, with 74 respondents chosen at random. Theories related to the theme were used to build the theoretical basis such as marketing, consumer behavior and digital Influencers. The results of the research showed that the Influencers have a direct impact on the shopping behavior, either through a direct indication, or even in a demonstration of their daily life presenting the products and services they consume.