Desafios na gestão do marketing de influência: um estudo sobre a aplicação de estratégias entre empresas e influenciadores digitais

Abstract

The evolution of marketing and the advancement of technology mean that people get to know brands more through social media, which makes their presence in the digital marketing essential, with an image that identifies them and marks their position in the market. The objective of this work was to understand the challenges in applying strategies between companies and digital influencers in the management of Influencer Marketing. To this end, qualitative research was carried out, at an exploratory level, collecting data through interviews with a semi-structured script, sampling focused on managers and digital influencers and data analysis through content analysis. With the results, it was observed that Influencer Marketing plays a significant role in the brand promotion strategy, being recognized by managers as an effective tool for reaching potential customers. However, challenges arise in managing relationships between managers and influencers, highlighting conflicts related to demands that go beyond agreed terms. Thus, these results offer directions to improve the application of Influencer Marketing strategies, highlighting the need for more collaborative and aligned partnerships between companies and digital influencers. The suggestions for improvement highlight the importance of a more flexible and collaborative approach to managing Influencer Marketing, aiming for more effective communication and results more aligned with strategic objectives.