Participation of digital influencers in the purchase decision of apparel
DOI:
https://doi.org/10.5902/2175497771541Keywords:
Instagram, Consumer behavior, Digital influencersAbstract
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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