O papel dos influenciadores digitais na decisão de compra

Abstract

This study aimed to evaluate the impact of digital influencers on consumers’ purchasing decisions. With an applied and quantitative approach, the research was conducted through bibliographic analysis followed by the application of an online questionnaire, which obtained 221 valid responses. The findings revealed that, although digital influencers have a strong presence in users’ daily lives, interactions are mostly passive, indicating that perceived credibility plays a crucial role in influencing consumer behavior. Furthermore, despite the skepticism expressed by many participants toward digital advertising, the literature review highlights that influencer marketing tends to be more effective than traditional marketing strategies, as it combines authenticity, proximity, and engagement.