Do like ao lucro: relacionamento parassocial e lealdade na compra de marcas próprias de influenciadores digitais no varejo de cosméticos

Abstract

Influencer marketing has become a relevant strategy in the digital environment, especially in the beauty sector, which has been marked by the growth of private-label brands launched by digital influencers. In this context, this study aims to investigate whether consumer purchase decisions regarding influencer-owned cosmetic brands are driven by parasocial relationships with the influencer or by brand loyalty to the products. To this end, a basic research design was adopted, with a descriptive and exploratory nature and a quantitative approach. The study was conducted through bibliographic research and a multiple case study, focusing on the influencers Virgínia Fonseca and Bianca Andrade, as well as their respective brands, We Pink and Boca Rosa Beauty. Data collection was carried out using an online questionnaire, applying the Parasocial Interaction Scale proposed by Rubin (1985) and the Brand Loyalty Scale proposed by McMullan and Gilmore (2003). The data were analyzed using descriptive statistics. The results indicate that, although the influencers’ visibility and influence are recognized, the identified parasocial relationships range from moderate to low levels, particularly regarding deeper affective dimensions. It was found that consumer loyalty tends to be more strongly associated with brand perception and product experience than with the influencer’s personal image. The study concludes that, although digital influence is relevant for brand visibility and initial performance, it is not sufficient, by itself, to ensure strong and lasting consumer loyalty.