O impacto da inclusão do marketing de influência entre as estratégias marketing digital: um estudo de caso na empresa Beta na Amazônia Ocidental

Abstract

This study investigated the effect of using digital influencers on the marketing strategies of a retail company in Amazonas. The research is exploratory and descriptive, focused on the company Beta and 22 digital influencers who provided marketing services to it. Data were collected using an online questionnaire and interviews. Next, transcribed into a table and analyzed qualitatively using content analysis to identify similarities between the responses. The qualitative analysis identified positive returns both for the Beta company, including greater engagement and expansion of digital reach, and for the influencers, such as increased visibility, new job opportunities and increased engagement in their publications. The study demonstrated that the company Beta started to use influencer marketing to improve its results in sales, engagement and customer loyalty. Invested in the use of metrics to improve the understanding of these returns and plan future actions using digital influencers. The results are expected to contribute to a deeper understanding of the role of digital influencers and their strategic relationship with companies in the context of modern marketing, job opportunities, and higher engagement in their posts. The study demonstrated that Company Beta began to utilize influencer marketing to enhance its sales engagement, and customer loyalty. They invested in using metrics to better understand these returns and plan future actions using digital influencers. It is expected that the results will contribute to a deeper understanding of the role of digital influencers and their strategic relationship with companies in the context of modern marketing.