O PODER DO MARKETING DE INFLUÊNCIA NA DECISÃO DE COMPRA: UM ESTUDO DE CASO EM UMA EMPRESA DE COSMÉTICOS NA CIDADE DE POSSE GO

Abstract

Influencer Marketing with actions involving digital influencers has gained more and more space among consumer preferences. In this work, an analysis of the changes that occurred in marketing related to cosmetic products, the reach of influencers in advertising in this market, as well as consumer behavior and the factors that impact the purchase decision, was carried out. To achieve the objective, the research method used was exploratory and descriptive, through a case study based on actions developed by a digital influencer in the field in the city of Posse Goiás. The results obtained demonstrate that digital influencers add more value to the companies that hire them, thus generating more visibility, notoriety, trust and credibility. It is hoped that the article can contribute to future studies on the subject.