O papel dos influenciadores digitais no processo de decisão de compra: um estudo sobre a percepção de credibilidade do consumidor no social commerce

Abstract

This article analyzes the role of digital influencers in the purchase decision-making process, considering consumers’ perceived credibility in social commerce. Social media platforms have moved beyond simple interaction spaces and now play a direct role in how people discover products, follow brands, and evaluate recommendations. The research was conducted through a bibliographic review, with a qualitative approach and descriptive and exploratory character, based on the analysis of books, scientific articles, reports, and academic publications on social commerce, influencer marketing, credibility, trust, and consumer behavior. The findings show that digital influencers act as intermediaries between brands and consumers, bringing products closer to the audience's language and everyday life. This influence, however, is not automatic. A recommendation gains strength when the consumer perceives trust, authenticity, coherence, and transparency in the message. When the promotion seems artificial or overly commercial, it tends to generate distrust and weaken purchase intention. Perceived credibility is the central element that allows a recommendation to become part of the consumer's decision-making process