A utilização de influenciadores digitais na comunicação organizacional da "beleza na web".

Abstract

This research aims to study the use of digital influencers in organizational communication. It is a qualitative study based on a literature review of the concept of influencer marketing, the emergence of influencers, and their relationship with consumption, as well as a case study on Beleza na Web on the Instagram social network. The analysis of content from posts and comments aims to understand consumer behavior in the face of strategies that suggest ways to use digital influencers in organizational communication, allowing for reflection on thebenefits of partnerships with influencers, but also on how the wrong choice can trigger a crisisin image. Nine posts were collected from the brand's Instagram account (@belezanaweb) published between 2022 and 2023, which encompass different types of actions and occasions where influencers are activated to represent the brand.