Fashion/lifestyle blogs and its influence on followers buying decisions

摘要

The advent of technologies and, successively, of the internet, triggered several phenomena previously unknown. The possibility of communication between Internet users led to the emergence of social networks and, consequently, online communities, as a way of socializing and exchanging ideas. Blogs and digital influencers began to emerge, which quickly became a key part of their followers buying decisions, creating partnerships with companies and publicizing their products/services. This article intends to understand the influence of these individuals in the purchasing decisions of their followers. Through a qualitative study with six bloggers and quantitative based on an online questionnaire with 187 participants, it was possible to conclude that bloggers influence their followers to buy/enjoy a product/service through specific publications, depending on the target.