Do marketing de influência ao empreendedorismo digital: um estudo de casos com influenciadoras digitais

Abstract

Digital transformation and the expansion of digital platforms have increased the possibilities for professional activities in online environments, fostering the emergence of new forms of entrepreneurship. In this context, this study aimed to describe how two digital influencers became digital entrepreneurs through influencer marketing. To achieve this objective, a qualitative and exploratory research approach was adopted, using a multiple case study strategy. Data collection was carried out through semi-structured interviews, document analysis, and direct observation of the participants’ digital profiles and e-commerce platforms. The cases investigated were those of influencers Esther de Faria Viana e Melo and Juliana de Oliveira Alves Melo. The findings revealed that influencer marketing acted as a mechanism for identifying and exploiting entrepreneurial opportunities, enabling audience monetization, the development of relationships with brands, the professionalization of digital activities, and the diversification of revenue sources. Furthermore, credibility, authenticity, and the relationships established with followers were found to support the creation of economic value and the consolidation of new business models. In Esther Melo’s case, the creation of her own brand, Overbase, stood out as an entrepreneurial initiative, while Juliana Oliveira structured her activities through commercial partnerships and professional personal brand management. The study concludes that influencer marketing can enable digital entrepreneurship by transforming visibility and engagement on social media into business opportunities, contributing to the creation, development, and expansion of digital ventures.