Micro influenciadores digitais: um estudo sobre estratégias de relacionamento na sociedade midiatizada

Abstract

This research has as main intention to contribute with the theoretical and practical knowledge about the relationship strategies used by micro digital influencers in the city of Santa Maria. From this approach, the research problem is defined as the following: what is the impact of this new phenomenon on mediatized society? In more specific objectives: to delineate a relationship between companies and content creators in Santa Maria; to analyze the micro-influence strategies of the city of Santa Maria; verify whether the credibility of the information that is transmitted by the micro-influencer is impaired when there is a commercial relationship; find out how the audience responds to certain strategies defined by the placement model; measure the engagement, acceptance of content and the visibility of each strategy adopted. As a methodology, the exploratory explanatory research was chosen and the concepts that underpin it are the theories about Marketing 4.0 of Kotler (2017) and the concepts about the Jenkins connection culture (2014). Regarding the results, it was possible to perceive that the relationship strategies are the same independent of the segment of action of each digital influencer, what changes are the contents and the way of approaching them. It has also been realized that conventional media strategies have lost strength in Instagram, they do not have the same power of engagement as simulated and spontaneous media strategies. The work of the digital influencer is already known by entrepreneurs and more than half of the companies surveyed that have partnerships with opinion formers report that the financial return is greater than the amount invested.