Marketing de influência e comportamento do consumidor: uma análise na cidade de Oeiras-PI

Abstract

This research investigates the impact of marketing promoted by digital influencers on consumer purchasing behavior in the city of Oeiras-PI. The main objectives of the study are to analyze how marketing actions carried out by these influencers are involved in consumers' purchasing decisions, investigate consumers' perception regarding the relevance and transparency of promoted content, and examine the influence of these actions on the interaction between consumers and brands. To achieve these objectives, descriptive analyzes and statistics techniques were used to evaluate the role of the digital platforms Instagram, WhatsApp and TikTok in the purchasing decision process. The results reveal that these platforms play a crucial role in shaping purchasing decisions, with digital influencers being considered trustworthy and authentic sources by consumers. Research also shows that the effective integration of social networks into marketing strategies, combined with transparency in campaigns, are essential for consumer loyalty and strengthening relationships with brands. Understanding these dynamics is essential to optimize marketing strategies and maximize the impact of promotional actions carried out by digital influencers.