O papel dos influenciadores digitais no comportamento de consumo de brasileiros e norte-americanos

Abstract

Influencer marketing has established itself as an essential strategic tool for companies, particularly in a global landscape marked by the increasing use of social media. This study aims to analyze the impact of digital influencers on the consumption behavior of Brazilians and Americans—two populations with high internet penetration but distinct cultural characteristics. The research adopted a quantitative and descriptive approach, using structured questionnaires applied to representative samples of consumers from these two countries. The questions addressed constructs such as trust in digital influencers, trust in advertised brands, and the purchase intention generated by these interactions. The results indicate that, despite higher engagement with influencers in Brazil, both countries demonstrated a positive perception of these professionals' influence on purchasing decisions. However, Brazilians exhibit greater trust in influencers' recommendations, while both Brazilians and Americans show some skepticism regarding promoted brands. Cultural differences also shape the nature of these interactions. This study contributes to an understanding of the role of influencer marketing, offering insights for tailoring digital marketing strategies to different cultural contexts. [resumo fornecido pelo autor]