O impacto da utilização da estratégia de influenciadores digitais para as empresas de vestuário de Santana do Livramento-RS

Abstract

The strategy of influencer marketing through digital influencers has been growing over the years, especially during the pandemic period. In this sense, the present research aimed to analyze the impact of using digital influencer strategy in clothing companies in Santana do Livramento-RS. A qualitative and descriptive research approach was conducted based on narrative research. The analysis corpus included 10 companies from the city of Santana do Livramento/RS. The main results showed that the majority of companies started using digital influencer services after the onset of the Covid-19 pandemic, along with their digitization process and the use of social media as a sales tool to reach consumers. It was observed that interactivity is one of the most important attributes to be developed by companies that aim to gain more visibility on social media, and this interactivity with the audience is achieved through influencers who maintain connections with their followers.