Marketing de influência e a decisão de compra do público feminino em Oeiras-PI

Abstract

The purpose of this study is to investigate how influencer marketing impacts the purchasing decisions of consumers in the city of Oeiras-PI, observing the purchasing behavior of consumers. It is a competitive market, which makes the application of efficient marketing indispensable. The research addresses, in its reference framework, the historical milestone of the birth of marketing in Brazil, marketing, influencer marketing, digital influencers, the 4 Ps of marketing, consumer behavior, and decision-making. The methodology applied includes an exploratory and descriptive quantitative approach that was carried out using the snowball technique, through the application of a questionnaire to detect consumption habits, the most accessed channels, and the influence on purchasing decisions. The purpose of the research is to highlight influence marketing for the reality of local commerce in the city under study, to help optimize and maximize sales, bringing more profitable economic returns with the aim of boosting local commerce.