A percepção dos consumidores e o seu comportamento frente às ações de marketing digital: estudo de caso com uma digital Influencer em Floriano-PI.

Abstract

Nowadays, with the Internet and its advances, digital marketing has become a competitive differentiator for companies. Allowing companies to pursue their strategies, planning and sales, always being able to count on the strong presence of social media, which are responsible for influencing a good portion of consumers. We experience the emergence of new professions every day, where social networks, which today connect and strengthen relationships, have been necessary for a profession that has become more seen in digital media, the digital Influencer. The objective of this work is to analyze how marketing actions carried out through Instaram can influence consumers' purchasing decisions, as well as to address digital marketing, social media and how they influence consumer purchasing behavior. To this end, an exploratory descriptive research was carried out in two stages, a qualitative and exploratory stage, through a qualitative study to understand the processes and worldviews involved and the second consists of applying a questionnaire to collect data. Based on the data collected and the analysis carried out, it was possible to confirm that the specific objectives were achieved. The research revealed that, in addition to entertainment, Instagram is used by consumers to obtain quick information and facilitate purchasing decisions, with announcements made by digital influencers exerting the greatest influence in this process.