THE ROLE OF DIGITAL INFLUENCERS IN THE PURCHASE DECISION PROCESS: A STUDY APPLIED TO THE FASHION CONSUMER

Nowadays, we live in a society in constant evolution, marked by accelerated technological advances and now we are going through another social transition born from the third industrial revolution, also known as the digital age that was originated in the mid-twentieth century, the digital transformat...

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Detalles Bibliográficos
Autores: Carneiro, Tânia, Sousa, Bruno Barbosa, Remondes, Jorge
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2022
País:Brasil
Institución:Centro Universitário Christus (Unichristus)
Repositorio:Revista Gestão em Análise (Online)
Idioma:inglés
OAI Identifier:oai:ojs.emnuvens.com.br:article/4104
Acceso en línea:https://periodicos.unichristus.edu.br/gestao/article/view/4104
Access Level:acceso abierto
Palabra clave:fashion marketing
influence marketing
digital marketing
digital influencers
consumers
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spelling THE ROLE OF DIGITAL INFLUENCERS IN THE PURCHASE DECISION PROCESS: A STUDY APPLIED TO THE FASHION CONSUMERfashion marketinginfluence marketingdigital marketingdigital influencersconsumersNowadays, we live in a society in constant evolution, marked by accelerated technological advances and now we are going through another social transition born from the third industrial revolution, also known as the digital age that was originated in the mid-twentieth century, the digital transformation that has transformed society in the way of thinking and acting. Since technology is increasingly present in our daily lives, more and more digital professions have emerged, as is the case of digital influencers, these professionals manifest themselves in different ways and through different social networks, such as bloggers, Instagrammers, and Youtubers. These have been playing a key role when it comes to promoting brands and products, helping companies to grow, and having a significant impact on consumers' lives. This study aims to understand the impact of digital influencers on the purchase decision process applied to fashion consumers. The methodology used in this dissertation is qualitative in nature and combines the carrying out of semi-structured interviews of an exploratory nature with digital influencers and the execution of a focus group for consumers. The results show that consumer decisions, in general, are influenced by digital influencers.Instituto para o Desenvolvimento da Educacao2022-09-02info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.unichristus.edu.br/gestao/article/view/410410.12662/2359-618xregea.v11i3.p57-69.2022Journal Of Management Analysis; Vol. 11 No. 3 (2022); 57-69Revista Gestão em Análise; Vol. 11 Núm. 3 (2022); 57-69Revista Gestão em Análise; Vol. 11 No 3 (2022); 57-69Revista Gestão em Análise; v. 11 n. 3 (2022); 57-692359-618X1984-729710.12662/2359-618xregea.v11i3.2022reponame:Revista Gestão em Análise (Online)instname:Centro Universitário Christus (Unichristus)instacron:CHRISTUSenghttps://periodicos.unichristus.edu.br/gestao/article/view/4104/1622Copyright (c) 2022 Revista Gestão em Análiseinfo:eu-repo/semantics/openAccessCarneiro, TâniaSousa, Bruno BarbosaRemondes, Jorge2023-10-09T16:17:55Zoai:ojs.emnuvens.com.br:article/4104Revistahttp://periodicos.unichristus.edu.br/index.php/gestao/indexPRIhttps://periodicos.unichristus.edu.br/gestao/oairevistagestaoemanalise@unichristus.edu.br2359-618X1984-7297opendoar:2023-10-09T16:17:55Revista Gestão em Análise (Online) - Centro Universitário Christus (Unichristus)false
dc.title.none.fl_str_mv THE ROLE OF DIGITAL INFLUENCERS IN THE PURCHASE DECISION PROCESS: A STUDY APPLIED TO THE FASHION CONSUMER
title THE ROLE OF DIGITAL INFLUENCERS IN THE PURCHASE DECISION PROCESS: A STUDY APPLIED TO THE FASHION CONSUMER
spellingShingle THE ROLE OF DIGITAL INFLUENCERS IN THE PURCHASE DECISION PROCESS: A STUDY APPLIED TO THE FASHION CONSUMER
Carneiro, Tânia
fashion marketing
influence marketing
digital marketing
digital influencers
consumers
title_short THE ROLE OF DIGITAL INFLUENCERS IN THE PURCHASE DECISION PROCESS: A STUDY APPLIED TO THE FASHION CONSUMER
title_full THE ROLE OF DIGITAL INFLUENCERS IN THE PURCHASE DECISION PROCESS: A STUDY APPLIED TO THE FASHION CONSUMER
title_fullStr THE ROLE OF DIGITAL INFLUENCERS IN THE PURCHASE DECISION PROCESS: A STUDY APPLIED TO THE FASHION CONSUMER
title_full_unstemmed THE ROLE OF DIGITAL INFLUENCERS IN THE PURCHASE DECISION PROCESS: A STUDY APPLIED TO THE FASHION CONSUMER
title_sort THE ROLE OF DIGITAL INFLUENCERS IN THE PURCHASE DECISION PROCESS: A STUDY APPLIED TO THE FASHION CONSUMER
dc.creator.none.fl_str_mv Carneiro, Tânia
Sousa, Bruno Barbosa
Remondes, Jorge
author Carneiro, Tânia
author_facet Carneiro, Tânia
Sousa, Bruno Barbosa
Remondes, Jorge
author_role author
author2 Sousa, Bruno Barbosa
Remondes, Jorge
author2_role author
author
dc.subject.por.fl_str_mv fashion marketing
influence marketing
digital marketing
digital influencers
consumers
topic fashion marketing
influence marketing
digital marketing
digital influencers
consumers
description Nowadays, we live in a society in constant evolution, marked by accelerated technological advances and now we are going through another social transition born from the third industrial revolution, also known as the digital age that was originated in the mid-twentieth century, the digital transformation that has transformed society in the way of thinking and acting. Since technology is increasingly present in our daily lives, more and more digital professions have emerged, as is the case of digital influencers, these professionals manifest themselves in different ways and through different social networks, such as bloggers, Instagrammers, and Youtubers. These have been playing a key role when it comes to promoting brands and products, helping companies to grow, and having a significant impact on consumers' lives. This study aims to understand the impact of digital influencers on the purchase decision process applied to fashion consumers. The methodology used in this dissertation is qualitative in nature and combines the carrying out of semi-structured interviews of an exploratory nature with digital influencers and the execution of a focus group for consumers. The results show that consumer decisions, in general, are influenced by digital influencers.
publishDate 2022
dc.date.none.fl_str_mv 2022-09-02
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.unichristus.edu.br/gestao/article/view/4104
10.12662/2359-618xregea.v11i3.p57-69.2022
url https://periodicos.unichristus.edu.br/gestao/article/view/4104
identifier_str_mv 10.12662/2359-618xregea.v11i3.p57-69.2022
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://periodicos.unichristus.edu.br/gestao/article/view/4104/1622
dc.rights.driver.fl_str_mv Copyright (c) 2022 Revista Gestão em Análise
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 Revista Gestão em Análise
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Instituto para o Desenvolvimento da Educacao
publisher.none.fl_str_mv Instituto para o Desenvolvimento da Educacao
dc.source.none.fl_str_mv Journal Of Management Analysis; Vol. 11 No. 3 (2022); 57-69
Revista Gestão em Análise; Vol. 11 Núm. 3 (2022); 57-69
Revista Gestão em Análise; Vol. 11 No 3 (2022); 57-69
Revista Gestão em Análise; v. 11 n. 3 (2022); 57-69
2359-618X
1984-7297
10.12662/2359-618xregea.v11i3.2022
reponame:Revista Gestão em Análise (Online)
instname:Centro Universitário Christus (Unichristus)
instacron:CHRISTUS
instname_str Centro Universitário Christus (Unichristus)
instacron_str CHRISTUS
institution CHRISTUS
reponame_str Revista Gestão em Análise (Online)
collection Revista Gestão em Análise (Online)
repository.name.fl_str_mv Revista Gestão em Análise (Online) - Centro Universitário Christus (Unichristus)
repository.mail.fl_str_mv revistagestaoemanalise@unichristus.edu.br
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score 15.301629

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