DIGITAL INFLUENCERS AND THE INDUCTION INTO THE PURCHASING DECISIONS OF CONSUMERS IN PATOS

Technological advancement and the growth of the digital age have generated great opportunities in the use of social media, with this the emergence of digital influencers, a new profession that is widely commented on at the moment. The main objective of this study is to analyze the induction of digital influencers in the purchase decision of consumers in the city of Patos-PB. It is a descriptive research with a qualitative approach. In the data collection used in an online questionnaire, answered by 310 participants, it was not shared through social networks. In the discussion of the data, it was possible to identify how consumers behave in the face of the social networks of digital influencers. As for the satisfaction of purchases made by influencers, affected (87,10%) of those who responded are satisfied. Thus, a survey indicates that digital influencers have a strong influence on the interviewees' purchase decision.