Comportamento da consumidora de maquiagem popular: um estudo do papel dos influenciadores digitais no processo de decisão de compra

Abstract

The present work of course completion has the ge neral objective to analyze the b uy ing behavior of consumers of popular makeup from the indication of products of influencers in digital media. In search of such answers, it was necessary to understand the dec ision process of purchasing popular makeup, iden tify the different influencers o f this purchasing decision process and understand the role played by digital influencers in the decision to purchase popular makeup. This is an exploratory and qualitative rese arch with in depth interviews with 8 consumers. It is observed that the intervie we es look for items of popular makeup for daily use, such as: powder, lipstick, concealer and mainly base. The quest for beauty remains the main need to be met when making a pu rchase of popular makeup, providing well being. Instagram was cited by consumers a s the main means of access to content posted by influencers about popular makeup. It was also verified that the digital influencers have greater influence in the stage of cho osing the alternatives of purchase, due to the c onsumers seeking comparative inf or mation between the products.