MARKETING DE INFLUÊNCIA: DESAFIOS E SOLUÇÕES PARA MICROINFLUENCIADORES E EMPRESÁRIO EM QUIRINÓPOLIS-GO

Abstract

This study investigates the challenges faced by micro-influencers and entrepreneurs in influencer marketing. The research aims to identify the difficulties in collaboration between these two groups and propose strategies to optimize campaigns. A qualitative approach was used, with data collection through semi-structured interviews conducted with micro-influencers and entrepreneurs who run influencer marketing campaigns. The results indicate that influencers face difficulties with the platforms' algorithms, while entrepreneurs have challenges in measuring the impacts of campaigns. In addition, issues related to content engagement, devaluation of the influencer profession, and contractual challenges were also highlighted. The conclusions suggest that improving alignment between the parties and defining clearer strategies and well-structured partnerships are essential for the success and sustainability of influencer marketing.