Marketing de influência e sua relação com as compras por impulso

Abstract

Companies are increasingly investing in diversified marketing strategies, which can sometimes lead people to engage in impulsive buying, thereby generating negative feelings as a result of this action. In the virtual environment, this is no exception. Thus, this paper aims to verify how influencer marketing strategies are related to impulsive buying behavior in the virtual environment. A quantitative descriptive research was conducted through an online survey. The results indicated that the use of Instagram is common among the participants, and according to them, they tend to be influenced by digital influencers as well as by the actions developed by companies. These practices contribute to impulsive buying behavior among respondents. It was observed that impulsive purchases can generate negative emotional feelings such as anxiety and regret, as well as some financial mishaps. Suggestions are presented at the end of the study.