O IMPACTO DOS INFLUÊNCIADORES DIGITAIS NO MARKETING DE PRODUTO

Abstract

The objective of this article is to investigate the change in consumer behavior in the face of the growth of digital consumption in recent years, when it became necessary for companies to adapt to this new trend and seek alternatives in their strategies to satisfy consumer needs.

Digital influencers have become an important tool in product marketing in recent years. They are personalities who have great influence on social media and other online platforms and can reach a large audience in specific niches. With the increase in the use of social media and the change in consumer behavior, companies have been increasingly seeking partnerships with digital influencers to promote their products and services. The impact of digital influencers on product marketing can be seen in different ways. First, they can create great visibility for the brand, especially when they work in conjunction with advertising campaigns. Additionally, they are seen as a reliable source of information for the audience, which can lead to increased credibility and brand image, as well as an opportunity for audience segmentation. Influencers often have a specific audience that follows them, and brands can leverage this segmentation to reach a specific audience.