Marketing Digital: o impacto dos influenciadores digitais no processo de decisão de compra

Abstract

ABSTRACT

This work aims to understand how digital marketing, especially through social media and influencers, affects how consumers make buying decisions. To do this, we conducted an exploratory descriptive study using a structured questionnaire with closed questions. The sample included students from the School of Law, Business, and Communication at the Pontifical Catholic University of Goiás, Area V, who were randomly selected. We chose this group because they often interact with digital influencers on social media. Analyzing the data helped us understand how consumers view the effectiveness of digital marketing campaigns and the role influencers play in choosing products and services. It turns out that digital influencers really impact consumers' buying decisions. People generally feel more influenced when it comes to specific purchases at certain moments—like when influencers recommend products or services that meet immediate needs or desires. This influence mainly comes from how authentic and trustworthy these recommendations seem, especially when influencers talk about products in ways that reflect their own experiences. This is different from traditional advertising, which tends to feel less genuine.