Participation of digital influencers in the purchase decision of apparel

Authors

DOI:

https://doi.org/10.5902/2175497771541

Keywords:

Instagram, Consumer behavior, Digital influencers

Abstract

Digital influencer marketing has a direct influence on followers. This study analyzes the participation of digital influencers from the social network Instagram in the purchase decision of clothing consumers. It was possible to identify that Instagram is considered by influencers and companies as the main engagement network. Credibility and identification are the main factors for influence. When advertisements are viewed and understood as natural or real, the greater the possibilities for followers to become consumers. The method of measuring the results of campaigns is the feedback from followers, according to companies and influencers. The main advantages of digital influencer marketing are the number of followers, the promotion of the brand and products, and the reach to attract new customers.

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Author Biographies

Francyne Altmeyer de Freitas, Universidade do Vale do Rio dos Sinos

Mestre em Administração (PPGA/UNISC). Doutoranda em Administração (UNISINOS).

Flávio Régio Brambilla, Universidade de Santa Cruz do Sul

Doutor em Administração. Docente do Programa de Pós-Graduação em Administração da Universidade de Santa Cruz do Sul (UNISC). Coordenador Adjunto do PPGA/UNISC.

Pietro Dolci, Universidade de Santa Cruz do Sul

Doutor em Administração (UFRGS). Docente do PPGA/UNISC.

Serje Schmidt, Universidade Feevale

Doutor em Administração (UNISINOS). Docente do PPGA Feevale.

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Published

2024-12-23

How to Cite

Freitas, F. A. de, Brambilla, F. R., Dolci, P., & Schmidt, S. (2024). Participation of digital influencers in the purchase decision of apparel. Animus.Inter-American Journal of Media Communication, 23(51), e023013. https://doi.org/10.5902/2175497771541

Issue

Vol. 23 No. 51 (2024): Publicação Contínua

Section

Free Articles

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