O impacto do marketing de influência no comportamento de consumo de estudantes de Administração do IFPE.

Abstract

Influencer marketing has established itself as one of the main communication strategies in the digital environment, bringing brands and consumers closer through the role of digital influencers. This study aimed to understand the impact of this practice on the purchasing decisions of Administration students at IFPE – Campus Igarassu. The research, of a quantitative and descriptive nature, applied a structured questionnaire to 71 students, covering variables related to respondents’ profiles, the types of influencers they follow, purchases motivated by recommendations, and the factors that sustain credibility. The findings showed that influence is perceived as moderate, exerting greater effect on product discovery than on loyalty. A direct relationship was observed education, fashion, beauty, and fitness. Trust in influencers was mainly associated with personal experience, content quality, and transparency in partnerships, while metrics such as follower count proved less relevant. It is concluded that influencer marketing can shape preferences and guide consumer choices, provided it is grounded in authenticity and the creation of symbolic connections between influencers and their audiences.