Credibilidade e confiança em influenciadores digitais: impactos na intenção de compra dos seguidores.

Abstract

With the emergence of social media, influencer marketing has evolved from merely a trend into a central component of contemporary consumption. This study aims to investigate how the characteristics of digital influencers are associated with their credibility, and how this credibility relates to the consumption behavior of their followers. To validate this study, a survey was conducted with 262 individuals who follow influencers in the beauty segment. The collected data were analyzed using an advanced statistical technique known as Structural Equation Modeling (PLS-SEM), supported by the R software. The results indicate that influencers who exhibit an attractive appearance and demonstrate expertise tend to achieve higher levels of credibility and trust among their followers. The study also shows that the influence of digital creators on followers’ decision-making is directly dependent on the level of trust established. Furthermore, the findings reveal that physical appearance and expertise play a significant role in building credibility and trust, with trust being the factor that exerts the strongest influence on followers’ purchase intention.