Impacto dos micro influenciadores digitais no mercado da moda

Abstract

This study aims to investigate the influence of micro-influencers on consumers' purchasing decisions in the fashion market, focusing on platforms such as Instagram and TikTok. The choice of micro-influencers as the object of study is justified by the growing importance of authenticity and proximity in the relationship between influencer and audience, contrasting with traditional approaches that prioritize macro-influencers. The research adopts a quantitative approach, using a structured questionnaire to collect data on purchasing behaviors and consumers' perceptions. The study seeks to understand how trust in micro-influencers' recommendations impacts purchasing decisions and how these dynamics can be applied by brands to improve their marketing strategies. The results are expected to highlight the relevance of micro-influencers in trend building and consumer loyalty, contributing to a better understanding of digital marketing strategies in the fashion sector