Marketing digital no Instagram: os reflexos dos influenciadores digitais na decisão de compra do consumidor

Abstract

Digital marketing and the role of digital influencers as marketing agents for companies have become increasingly relevant and necessary to understand the power of influence this has on consumers when making purchasing decisions. Considering this scenario, this research questions: What is the impact of digital marketing on consumer behavior through digital influencers? Therefore, the overall objective of this work is to investigate the impact of digital marketing on consumer behavior through digital influencers on the Instagram platform. The methodology used is descriptive and exploratory, with a quantitative approach. The research instrument used a questionnaire with four sociodemographic profile questions and 25 variables classified by dimensions of self-connection, recommendation, trust, consumer-generated content, and purchase intention. The questionnaire was administered in the municipality of Uruçuí, in the southern region of Piauí. Data collection involved a total of 106 respondents, constituting a non-probabilistic study. The technical procedures for data analysis used Excel and SPSS. The results show that the majority of the audience is women aged 21-30. Followers find a sense of connection with influencers who can relate the meaning of the content displayed to their own life activities. The research also indicates that followers share and recommend influencers, but this attitude is directly related to their connection with them. Furthermore, the trust gained through this relational exchange leads to recommendations of products and brands advertised by influencers, which is also linked to the content displayed by influencers. The content generated by influencers directly impacts purchase intent. It was concluded that these dimensions are related and effectively influence consumers' purchase intent.