A relevância e o impacto dos influenciadores digitais no consumo de marcas de luxo

: o caso Chiara Ferragni

Abstract

The technological development of information and communication platforms has provided new opportunities to its users, mainly with regard to the origin of new forms of relationship between people and brands.The consumption of content created by digital influencers has been growing, as the number of visitors to this content has also been increasing.This study analyzes the Chiara Ferragni brand, which in addition to being a brand created by a digital influencer, maintains professional connections with other digital influencers.Given this scenario, the purpose of this research is to understand the impact and relevance of digital influencers, and how they contribute to the consumption of luxury brands. Therefore, it was also intended to study which factors contribute to consumers being persuaded by digital influencers to purchase products from the Chiara Ferragni brand.To achieve the objective of this research, a qualitative methodology was followed and an online questionnaire survey was carried out, where the collected data were later analyzed with SPSS software.This research project is focused on four main aspects: luxury, digital influencers, the Chiara Ferragni brand and its consumers or potential consumers. This investigation was carried out through a questionnaire survey distributed in Portugal, through a convenience sample

Date of Award	6 Feb 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Alexandre Duarte (Supervisor)