Influenciadores digitais como estratégia de comunicação em relações públicas: o caso da TBMAKE no Instagram

Abstract

This work addresses the theme of digital influencers as a communication strategy in public relations, and seeks to answer the following problem: how can digital influencers be used by brands as a communication strategy in the performance of public relations? To answer the question, a bibliographic research was made about the history of public relations, its insertion in the digital environment and public relations strategies in organizations. A bibliographical and documentary research was also carried out regarding digital influencers, conceptualizing and observing them from the perspective of consumption, in addition to understanding them as a communication strategy. Also, as a research method, a case study was carried out on the TBMAKE brand on the social network Instagram, where, through content analysis of posts and comments, five categories were listed and analyzed: product development with influencers; digital influencers and participation in events; relationship with the public in digital media; institutional brand communication; crisis management in the digital environment. As a result of the work, we learned the important role of communication and public relations strategies in the use of digital influencers within organizations, allowing reflection on the benefits brought to organizations through the realization of partnerships with influencers.