Influenciadoras digitais: uma análise da atuação das embaixadoras de cosméticos para cabelos cacheados e crespos no Instagram.

Abstract

This research analyzes the performance of digital influencers as ambassadors of cosmetics for frizzy and curly hair on Instagram. It was used as research sample, young consumers who use this social network and buy the products based on digital influencers’ indication. The treoretical referencial used relatives since the advent of the internet and the evolution of digital communication to the concepts of influencers and brand ambassadors. Thegeneral objectives is to analyze the role of digital influencers, specifically those ambassdors. The specific objectives include checking the level of motivation of digital influencers on the purchase decision of consumers of cosmectics, describing how consumers are seeing the work of digital influencers as promoters of cosmectis for these types of hair and characterizing how digital influencers are working with cosmetics companies, in promoting their products on Instagram. The methodology chosen was a descriptive research which was survery data form an online survey conducted through the Google Forms. The results demonstrade that there is an influence on the consumption of products, but it in relation to the indications of the existing people, pointing that even with all the plea for part of influencers, consumers confirm keeping their perferences on the momento of consumption.