Marketing de influência: uma revisão sistemática de literatura

Abstract

The present study aimed to carry out a systematic review of the literature on influencer marketing. Influencer marketing is a way of positively influencing consumers in relation to a product or service, through a chosen personality, digital influencers. The methodology adopted was a systematic review of the literature, firstly, questions relating to the problem were created, the Scopus platform was used as a basis to find the research data, where after following the systematic review protocols, a number of 49 articles were reached that comprised the research sample. After analyzing these 49 articles, what determines the credibility of the influencer, the criteria determining the brand's choice of digital influencer, among others, were identified. The study identified that followers value reliability and authenticity more than the number of followers when determining the influencer's credibility. Another finding of this study is that brands not only analyze the influencer’s characteristics, but also their content.