O influenciador digital como instrumento da estratégia digital de comunicação de marketing para o fortalecimento da marca

Abstract

Organizations are directing their efforts towards digital marketing strategies as a way of strengthening their brand in the market. The purchase decision journey has changed, and with that, digital influencers appear to take ownership of specific points of this journey and generate value for customers, in the context of digital marketing. Therefore, the objective of this research is to study the actions of the digital influencer as an instrument of digital strategy and marketing communication to strengthen the brand. The methodology used is qualitative exploratory and Brunna Diniz is the influencer chosen for the analysis, characterizing the work as a single case study. Also interviewed were the manager of a company involved in this process in which the digital influencer went through different stages of influence according to the type of endorsement relationship, Loja Ananda in Governador Valadares - MG, and the influencer's advisor, Rodrigo Nogueira, which made it possible to triangulate the data and deepen the relationship between the company and the influencer. The process of transforming the digital influencer into an instrument for strengthening the brand through digital marketing strategies was evident from the case study. Finally, the analysis of six key pillars of digital influence (Digital Influencer, Endorsement, Relationship, Purchase Decision, Brand and Consumer, and Social Networks) is presented, listing the main topics among the collected data. From the work, it is possible to observe the endorsement process through digital influence and conclude that Brunna Diniz's strategic communication about the purchase intention of her followers positively impacts the brands she represents.