Marketing de influência no Instagram e a consolidação de marcas: um estudo de caso na marca XRP

Abstract

Considering technological advances, the presence of consumers in the digital environment has become constant, increasing the importance of brands' performance on social networks. In this scenario, there is a popularization of influencer marketing. Therefore, this study aimed to analyze how influencer marketing on Instagram promotes the consolidation of a retail brand in Fortaleza, focusing on the case study developed in the XRP company. The specific objectives were to identify what influencer marketing is and delimit its formats on Instagram; analyze the influencer marketing formats used by the XRP brand; see how the influencer marketing strategy on Instagram contributes to the brand in question strengthening its image. The methodology used to achieve these objectives was a qualitative research, through an interview with topics related to the perspectives of the brand under study. The interview was conducted with the marketing director of the XRP company on July 26, 2021, in addition, data from a selection of publications from influencers associated with the brand between the 26th and 31st of July were collected. With the collected information, it was concluded that the main contributions of influencer marketing for XRP are the wholesale visibility offered by celebrities and the sales conversion to the final customer provided by micro influencers.