O PAPEL DOS INFLUENCIADORES DIGITAIS NAS ESTRATÉGIAS DE MARKETING E SUA RELAÇÃO COM O DESEMPENHO DE VENDAS DAS EMPRESAS

Abstract

This study aims to analyze the influence of digital influencers and digital marketing strategies on consumer behavior and company sales performance in the digital environment. This is a qualitative research characterized as a bibliographic review, based on scientific articles available on the CAPES Periodicals Portal. A total of 51 articles were analyzed, of which 24 were selected according to inclusion criteria related to thematic relevance, consumer behavior approach, and connection with digital marketing strategies. The results show that digital influencers play a significant role in shaping attitudes and purchase decisions, especially through factors such as credibility, authenticity, and audience identification. In addition, digital marketing strategies based on social media contribute to increased engagement, brand strengthening, and improved market performance. The study also indicates that the integration between influencers and structured marketing strategies enhances results by combining social influence with strategic direction. It is concluded that the digital environment requires companies to adopt integrated strategies aligned with communication, relationship management, and data analysis to maximize marketing impact. The study contributes to understanding digital consumption dynamics and suggests directions for future empirical research.