Palavras-chave
Digital influencers
Consumer behavior
Social media
Purchase decision
Como Citar
Resumo
This article aimed to analyze the impact of digital marketing and digital influencers on consumer behavior. The methodology used comprised the following research methods: in the first phase, a bibliographic review was conducted in order to analyze, in the scientific literature, the transformation from traditional marketing to digital marketing, as well as the role of social media and digital influencers in purchase decisions; in the second stage, a field research was carried out through the application of a structured questionnaire, aiming to identify consumers' perceptions regarding the influence exerted by these agents on their consumption habits. The results obtained indicated that digital marketing significantly influenced consumer behavior, making consumers more active and informed, while digital influencers exerted a strong impact on opinion formation and purchase decisions, especially due to the credibility and identification established with the audience. It was concluded that digital marketing and digital influencers played an essential role in contemporary business strategies, being fundamental for building relationships with consumers and strengthening brands in the digital environment.
Referências
CORIM, G.; VIANA, L. Estratégias de um influenciador para conquistar a credibilidade dos seguidores no Instagram. e-COM, v. 17, p. 32–58, 2024. Disponível em: https://revistas.unibh.br/ecom/article/view/3735.
DE MATOS, A. J. D.; DE OLIVEIRA, V. M.; MENDES, T. D. O. Entre curtidas e compras: evidências sobre o papel dos influenciadores digitais no consumo da geração Z em Juiz de Fora/MG. Aracê, v. 7, n. 9, p. e8175, 2025. DOI: https://doi.org/10.56238/arev7n9-173. Disponível em: https://periodicos.newsciencepubl.com/arace/article/view/8175.
DE SOUZA, B. R.; LIMA, L. R.; ARAÚJO, M. Z. L.; GOMES, J. A. Influenciadores digitais: identificação dos critérios determinantes para influenciar jovens usuários de redes sociais. Revista de Gestão e Secretariado, v. 14, n. 5, p. 7879–7895, 2023. DOI: https://doi.org/10.7769/gesec.v14i5.2162. Disponível em: https://ojs.revistagesec.org.br/secretariado/article/view/2162.
DUARTE, E. V. M.; SILVA, T. S. Marketing digital e comportamento do consumidor: análise do impacto das mídias sociais na decisão de compra do consumidor. Id on Line: Revista de Psicologia, v. 19, n. 78, p. 181–198, 2025. DOI: https://doi.org/10.14295/idonline.v19i78.4275.
LIMA, M. F.; LEÃO, M. de S.; DAMACENA, E. B. O impacto dos influenciadores digitais no comportamento de compra dos consumidores no setor de moda. Revista DELOS, v. 19, n. 76, p. e8274, 2026. DOI: https://doi.org/10.55905/rdelosv19.n76-049.
MESQUITA, F. do N. O impacto do marketing digital nas redes sociais: uma análise sobre como as estratégias influenciam decisões de consumo. Revista FT, v. 29, ed. 153, dez. 2025. DOI: https://doi.org/10.69849/revistaft/pa10202512071237.
ROCHA, R. M.; SILVA, L. do N.; MIRANDA, A. M. de. Além dos cliques: análise da influência digital na decisão de compra da geração Z. Boletim de Conjuntura (BOCA), v. 21, n. 63, p. 353–377, 2025. DOI: https://doi.org/10.5281/zenodo.15313286. Disponível em: https://revista.ioles.com.br/boca/index.php/revista/article/view/6987.