The role of digital influencers in the consumption behavior of their followers

Abstract

This paper aims to identify differences in consumer behavior between individuals who follow social media influencers and those who do not. For this purpose, a questionnaire adapted from the Valente model was used and answered by 917 users. The research was classified as applied, descriptive, quantitative and survey type. The results showed that almost half of the interviewees at some point had already had a purchase decision affected by a digital influencer, a fact that reinforces the role of such individuals in contemporary society. For future work, the use of multivariate data analysis is suggested.