Entrepreneurship of professionals in the beauty sector who became digital influencers; a multiple case study

Abstract

This article aimed to identify how the practices of digital influencers impact the entrepreneurship of the influencers themselves as professionals in the field of beauty and aesthetics in the city of Itabira, State of Minas Gerais, Brazil. The methodology used was qualitative research approach, descriptive type through multiple case studies. The results revealed that the practices of digital influencers, using the 8 P’s of digital marketing, impact the respondents' ventures as it forces them to know their own business, market and exercise their leadership and self-criticism. It was also found that visibility, disclosure and the increase in customers were the biggest impacts perceived in the projects. Another relevant fact to consider is that most influencers started out of necessity and had to learn to recognize the strengths and weaknesses of their business and that this knowledge makes them able to remain in the market.