Digital influencers: an analysis of scientific production

• Autor(a) principal: Quatrochi, Juliane de Carvalho
• Data de Publicação: 2023
• Outros Autores: Hayashi, Johnny Hideki, Carrion, Isabela Bolensenha, Endo, Gustavo Yuho, Pereira, Lucas da Silva
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Conecta
• Texto Completo: https://fatecrl.edu.br/revistaconecta/index.php/rc/article/view/155
• topic: Marketing digital; Influenciadores digitais; Revisão da literatura; Digital marketing; Digital Influencers; Literature revision

Faced with the advance of globalization, digital marketing currently presents its peak in terms of impacts on the consumer, a scenario that has made possible the exponential growth of the reach to the public of the so-called digital influencers, who through their social media, act as disseminators of brands, opinions, trends, information and media content. This article aims to analyze the scientific production on digital influencers in the CAPES Journal Portal database, using the keywords proposed by the study. The methodological procedures contemplated a systematic literature review, with a qualitative and exploratory character, through content analysis as data treatment. The review portrayed the importance of social media for the contextualization and dissemination of information, discussing the responsibility of the digital influencer in carrying out advertisements for products and services. In addition to highlighting the role that they have in valuing the identity of brands, as well as consumers and customers are affected, generating consumption ideals based on the brand profile and targeting the target audience.