Interações entre digital influencers brasileiras de moda e beleza e seus seguidores nas ações de marketing digital

Abstract

This research studied the interactions between two fashion and beauty Brazilian digital influencers and their followers in the digital marketing actions carried out by them in their social media. The methodology consisted in the accomplishment of descriptive, documentary, multiple case and field research, and the selected data collection technique was the closed questions questionnaire, built in “Google Docs” and applied via the digital influencers’ “Instagram”, with the “Stories” tool. The questionnaire proposed to investigate the relation between the followers and the digital influencers and, through the obtained answers, these were grouped into smaller groups that share common attributes, characterizing different patterns. The results demonstrate that the followers of digital influencers, besides having different influence patterns, are also influenced by these in different ways and degrees. The identified influence patterns were: Identical Products Pattern; Similar Products Pattern; Identical and Similar Products Pattern; Inspiration Only Pattern; Services Pattern; and Non-Consumption Pattern. Regarding the digital influencers, it was noticed that their followers see them as an inspiration, as a source of opinion, as a filter of trends, through their own style and, also, as a source of entertainment. As a result, it could be seen that fashion and beauty digital influencers have become great options for companies and brands that wish to promote their products.