The impact of digital influencers/influencers on consumers

Abstract

With an increasingly technological world and the growing use of socialmedia , new professions such as digital influencers are being created. These represent a new dissemination opportunity for brands.

In this article I will demonstrate how these new professions can influence consumers and their decisions and present the concept of influencer marketing. Furthermore, the question of the adaptation or careful choice of digital influencers for each brand is addressed, since the association of their image will have repercussions on the reputation of both the influencer and the brand.

The presence of few studies in Portugal on the subject has proved to be the main difficulty.