O papel das influenciadoras digitais de moda Thássia Naves e Camila Coutinho no consumo de suas seguidoras na rede social Instagram

Abstract

The phenomenon of digital influencers as conditioning factors for the consumption of their followers has become the object of several contemporary studies. To analyze the present work, the objective was to analyze the role of digital fashion influencers Thássia Naves and Camila Coutinho in the consumption of their followers on the social network Instagram. In methodological terms, the research is considered descriptive and of a quantitative nature, using primary data, collected virtually through a standardized questionnaire in the months of March and April 2021 with 97 respondents. Data analysis was performed using the method of descriptive statistics. It was observed that the content disseminated by the studied digital influencers presents itself as the determining reason for being followed on the social network Instagram. Among the main influencing factors related to Thássia Naves and Camila Coutinho on the consumption of their followers, it was identified the inspiration that influencers generate, the knowledge and authenticity that is attributed to their opinions on the fashion segment. It was noticed that the studied digital influencers help as sources of information for their followers, with a greater potential to influence them through advice and recommendations. It was concluded that the role of digital fashion influencers Thássia Naves and Camila Coutinho on the consumption of their followers on the social network Instagram makes them aware of fashion trends, inspiring and instigating them to seek additional information about the brands, products and services they advertise, with the potential to generate effective consumer interest.