Marketing de influência: engajamento e conexões emocionais em marcas criadas por influenciadoras digitais

Abstract

Abstract This study analyzes consumer perceptions and feelings, focusing on the private labels of Brazilian digital influencers in the beauty market, within the context of influencer marketing, specifically Linha Bruna Tavares, Linha Niina Secrets, and Boca Rosa. The objective was to analyze the perceptions and feelings of cosmetics consumers regarding the private labels of digital influencers on Instagram, through content analysis of interactions and comments. Qualitative and exploratory-descriptive, the research used IRAMUTEQ software to process the textual corpus, using Descending Hierarchical Classification (DHC) and similarity analysis. Additionally, Sentiment Analysis was performed using Artificial Intelligence to distinguish comments with positive, neutral, and negative sentiments. The results reveal that brands are established not only by the functional quality of their products, but also by their ability to integrate symbolic, affective, and experiential elements, strengthening bonds of belonging and identity with their digital communities. It is concluded that the authenticity and proximity established by influencers with their audience play a fundamental role in the engagement and appreciation of their own brands, allowing them to transcend the utilitarian dimension and become objects of desire and inspiration by associating authenticity, emotion and connection.