Kaylani Soares Paz
Student of the Bachelor's Degree in
Business Administration at the FATENE University Center – UniFATENE . Email: kaylaniksp@gmail.com
João Luis Josino Soares
Master's degree in Rural Economics
from the Federal University of Ceará. Professor at the FATENE University Center
– UniFATENE . Email: joaojosinoadm@gmail.com
Alan Diniz Lima
Doctor of Agricultural Engineering
from the Federal University of Ceará. Professor at the FATENE University Center
– UniFATENE . Email: alandinizlima@yahoo.com.br
Antonia Cleidiane Rocha Lima
Master's degree in Rural Economics
from the Federal University of Ceará. Professor at the FATENE University Center
– UniFATENE . Email:
cleideufc@gmail.com
Regislandio Sousa do Nascimento
MBA in Controllership and Finance
from Faculdade Focus. Bachelor's degree in Business Administration from Centro
Universitário FATENE – UniFATENE . Email: regislandiosnascimento20@gmail.com
ABSTRACT
The advancement of digital technologies and the
popularization of social networks have transformed marketing strategies and
consumer behavior, especially in the context of local businesses. In this
scenario, the role of digital influencers stands out as agents capable of
impacting purchasing decisions and competitiveness among companies. This
article aims to analyze the impact of digital marketing and the role of digital
influencers on consumer purchasing decisions in the municipality of Caucaia ,
Ceará , Brazil. The research adopted a qualitative, descriptive approach, using
structured interviews applied to business owners, volunteers, and customers
active in the municipality's commercial center as data collection instruments.
Data were collected through digital questionnaires and audio recordings,
ensuring greater accuracy in the analysis of information. The results show that
digital influencers play a relevant role in sparking the desire to consume,
especially when they present products in real-life usage situations, promoting
identification and trust on the part of the consumer. The credibility and
authenticity of the influencer proved to be determining factors for the success
of influencer marketing strategies. Furthermore, it was found that digital marketing
has increased consumer bargaining power, making them more informed, critical,
and demanding, which poses new challenges for local businesses. The research
also revealed the potential of digital marketing as a tool to encourage
conscious consumption and customer loyalty. Its that digital marketing and
influencer marketing are fundamental strategic tools for strengthening the
competitiveness and sustainability of local businesses in Caucaia -CE, provided
they are used in a planned, ethical manner and aligned with the expectations of
the target audience.
Keywords: Digital marketing. Influencers. Strategies. Opportunities.
Reviewed by Current Scientific Journal
on
abril 01, 2026
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