O marketing digital e influenciadoras digitais no mercado de moda de Fortaleza

Abstract

The present work presents a descriptive analysis of the profiles of the social network Instagram of the digital influencers Edith Gomes, Paulinha Sampaio and Victória Rocha, with the objective of understanding how the local fashion market works with digital marketing actions using images of digital influencers as a mode of promotion in the media, and how they are seen in that process. The nature of the research is qualitative and the methodology used was carried out with the aid of bibliographical and documentary research, and structured interviews were carried out with the objective of understanding when the fashion brands of Fortaleza began to invest in digital marketing with digital influencers. At the end of the study it is concluded that the use of marketing actions with digital influencers, brings positive returns and results for fashion brands, once they are celebrities in the digital environment, have prestige and credibility with their audience. In this way they influence consumption and behavior through their image and lifestyle, and are a means of disclosure at a lower cost to the company compared to traditional media, advertise in a segmented and personalized manner thus directing a more assertive advertising strategy that soon reflected in sales.