O crescente poder da parceria entre influenciadores digitais e marcas na rede social Instagram

Abstract

The main objective of this study was to analyze the growing power of partnerships established between digital influencers and brands on the social network Instagram, in an era marked by profound social, economic and technological transformations. These partnerships are playing an increasingly important role in digital marketing strategies, bringing brands closer to their audiences in a more effective and authentic way. In a rapidly evolving digital communication context, it is crucial to understand how these collaborations between influencers, brands and influencer marketing agencies contribute to creating brand value. The empirical study was developed through a qualitative approach, using content analysis and semi-structured interviews with digital influencers, brand representatives and professionals from influencer marketing agencies. The aim was to investigate the dynamics and challenges involved in these partnerships, as well as the strategies adopted to ensure their effectiveness and relevance in the market. From the research carried out, it was possible to identify a set of practices based on strategic objectives ranging from increasing brand visibility and audience loyalty, to creating authentic content and directly involving consumers. The analysis also revealed the importance of transparency and maintaining authenticity as key factors in the success of influencer marketing campaigns. The aim of this study is that the knowledge gained can contribute to improving digital marketing practices, increasing the effectiveness of partnerships between influencers and brands, providing a more in-depth view of the growing importance of collaborating with digital influencers to improve brands' communication strategies.

Date of Award	7 Jan 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Eduardo Cintra Torres (Supervisor)