A dupla relação mercadológica vivenciada por influenciadores digitais no ambiente online: o caso Vic Ripper

Abstract

This study aims to understand the management of the dual market relationship experienced by digital influencers in the online environment. With the advent of globalization, social networks have become a powerful communication tool and, subsequently, importante sales channels for various brands. From this, individuals who use their voice to promote products or ideas have emerged — the digital influencers. In this context, digital influencers have become key players in utilizing social networks as sales channels, facilitating communication with both brands and their followers. The study seeks to explore this management through a single case study of the digital influencer Vic Ripper. Victoria, was born in Rio de Janeiro. She is a journalist and lawyer. Currently, she hosts a podcast in partnership with the Waffle Group, in addition to managing her social media profiles. The research was conducted as an exploratory study and included a theoretical review as well as an empirical investigation. Comparative analyses of her social media profiles were performed. Furthermore, the study included an interview with the influencer to gain deeper insights into her daily routine and professional activities, aiming to understand how Vic manages the dual market relationship she faces.