Marketing de influência na perspectiva das empresas de Codó-Ma

Abstract

With the advancement of technology, new means of communication such as social media and apps emerge. In this context, a new character emerges, the digital influencer, who serves as an opinion model to be followed through their posts on social networks. Thus, the precision of elaborating a research that understood what leads companies from Codo to hire digital influencers to publicize their products and/or services was enabled. In this sense, in order to respond to the exposed problem, the objective was to analyze the perception of companies from Codo in terms of hiring digital influencers. Specifically, we sought to: Identify which criteria companies use to choose who will represent them on digital; understand what motivates companies to use influencer marketing and verify whether hiring a digital influencer can boost the process of selling products and services. To this end, a quantitative and qualitative approach based on the Delphi method was used through exploratory research. Data were collected through the application of questionnaires with companies from different segments. In this way, it was found that companies perceive that consumers follow and purchase products according to what digital influencers indicate, with this, they see great opportunities to increase brand awareness through partnerships with influencers, as it enables a good return. . Both parties benefit, as lucrative exchanges don't just happen between companies and influencers, but also consumers who find information about brands quickly, easily and reliably