Marketing de atrativos e a influência das redes sociais virtuais no processo de decisão de compra dos consumidores: um estudo sobre as postagens de influenciadores digitais como ferramenta de promoção

Abstract

Considering the transformation resulting from the digital era and, consequently, in consumers' purchasing decision processes, it is necessary to understand the relationship between tourism and marketing on virtual social networks, aiming to propose strategies for promoting and marketing tourist attractions. New opinion-forming agents play an important role in relation to digital marketing. Therefore, the present work aims to describe and analyze how posts by digital influencers, on virtual social networks, can help in the promotion and decision-making of purchasing tourist attractions. Quantitative research was carried out, based on the survey research method, in order to obtain data on a certain group of people regarding the topic. It was possible to notice that the content created by influencers, which shows their experience during the trip, has a great influence on the interviewees' decision to choose a tourist destination, with emphasis on people who declared themselves to be female, young (from 18 to 24 years old), with an incomplete/complete higher education level.