Endosso de influenciadores digitais sobre a decisão de compra internacional

Abstract

The popularization of social networks and the expansion of internet access has increased the number of users on online networks, enabling the emergence of digital influencers. These new influencers who produce content and dictate trends, are attracting the attention of companies and becoming brand disseminators, through actions to promote digital media marketing. The present study aimed to analyze the role of digital influencers, on the decision of international purchase of Brazilians, through a quantitative descriptive research. The data was collected through a closed questionnaire, sent via the internet, to the Brazilian public. The results found show that although digital influencers pass on an image of credibility to the public, they do not generate a persuasive influence in the international purchasing decision process. [resumo fornecido pelo autor]