Influenciadores Digitais e Seu Impacto Para Pequenas Empresas
Resumo
Este estudo teve por objetivo identificar de que forma influenciadores digitais impactam as estratégias de marketing de influência de pequenas empresas. Por meio de entrevistas com decisores de oito empresas, constatou-se que os influenciadores são vistos como intermediários confiáveis entre marcas e consumidores, especialmente no Instagram. A principal motivação para o seu uso é buscar maior exposição e comunicação efetiva, sendo influenciada por fatores externos como a pandemia de COVID-19. Este estudo preenche uma lacuna teórica, focando no impacto dos influenciadores do ponto de vista gerencial, e destaca a importância de adaptar estratégias de marketing tradicionais ao ambiente digital.
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