O impacto de influenciadores digitais na indústria da moda

• Autor(a) principal: Brito, Guilherme Araujo de
• Data de Publicação: 2022
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/27754
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO; Influencers Digitais; Moda; Varejo; Marketing Digital; Redes Sociais; Digital Influencers; Fashion; Retail; Digital marketing; Social networks

The internet is considered an important milestone in the evolution of technology, as it brings people close, cultures together and directly influences the evolution of the consumer market, in view of the ease currently for quick and practical access in the acquisition of services and products. Organizations have adapted to the context of social networks in order to get closer to the consumer. Although the internet provides several access tools, not all individuals are able to promote themselves on the network to the point of influencing others. A digital influencer is considered a person who has reach, engagement, and relevance, in order to maintain a good audience to the point of conquering his audience in order to exert influence over him. Brands, when analyzing that people dedicate part of their time connected to networks, have invested in opinion makers to advertise their products. The objective of this study was to understand how digital Influencers impact the fashion industry. To achieve this objective, bibliographic research was used, consulting periodicals, books, in addition to digital media, designed as a field study, where a form applied via Google Forms was used as a research instrument, with 67 randomly chosen respondents. Theories related to the theme were used to build the theoretical basis such as marketing, consumer behavior and digital Influencers. The survey results showed that Influencers have a direct impact on shopping behavior within the fashion segment, either through a direct indication, or even in a demonstration of their daily life presenting the products they use