O efeito de micro-digital influencers no comportamento de compra no Instagram em contextos de produtos de moda

Abstract

What is the effect of micro-digital influencers on converting sales into fashion products? This work aimed to identify in influence marketing if the strategy of using digital influencers in social networks fashion products is the best way for announce, both for consumers and for entrepreneurs. Because of the change of advertisements in traditional media for social networks, it was important to study this new strategy and find tools that help in the communication of fashion companies. In order to answer the general objective of this work was elaborated a theoretical foundation in subjects such as digital marketing, influence marketing, consumer behavior and purchase process. The method used for the data collection was a qualitative research that was divided into two parts, first were in-depth interviews with fashion industry executives who had already used digital influencers to advertise their fashion products on Instagram and then a focus group with consumers of fashion brands that follow the digital influencers on Instagram. The research results inspired a model of purchasing decision applicable to generations Y and Z being possible to identify that categories of influential profiles with low amount of followers like micro-digital influencers is more advantageous for sales conversion than ads with profiles with an enormous amount of followers, because factors such as empathy and sense of proximity, that are found in profiles with fewer followers, are important in attracting engagement and sales conversion. It was also verified that the proposed model included factors such as: a) understanding of fashion consumer behavior; b) strategies of the divulgation of fashion products in social networks through micro-digital influencers; c) operating logic of the Instagram algorithm. [resumo fornecido pelo autor]