Estratégias de marketing e influência de compras dos influenciadores digitais

Abstract

O trabalho disserta sobre marketing digital, influenciadores digitais, percepção de beleza e consumo, com o objetivo de responder como o marketing influência nas escolhas do consumidor no segmento da estética, quais estratégias de marketing as empresas ou influenciadores utilizam para cativar seus consumidores. Portanto a problemática: como as estratégias de marketing ajudam os influencers a gerar renda? Foi respondida através de pesquisa bibliográfica e pesquisa de campo, com abordagem qualitativa. Com isso, o grupo descobriu que 89,2% das pessoas são interessadas em estética.This dissertation delves into the realm of digital marketing, focusing on digital influencers, perceptions of beauty, and consumer behavior. Its primary objective is to investigate how marketing influences consumer choices within the aesthetics industry and to explore the specific marketing strategies employed by companies and influencers to engage their target audience. Consequently, the central research question is: How do marketing strategies contribute to the revenue generation of influencers? This inquiry was addressed through a combination of literature review and qualitative field research. The findings revealed that a significant 89.2% of respondents expressed interest in aesthetics.