Impact of Digital Influencers on Portuguese Consumers in the Beauty Industry
Bárbara Santos,
Óscar Bernardes,
Vanessa Amorim
Abstract:Abstract
Digital influencers can reach multiple consumers through their platforms, such as Facebook and Instagram. In this sense, the objective of our study is to explore Influence Marketing in Portugal in the cosmetic industry and the way digital influencers can have an impact on the behavior of portuguese consumers. To explore the benefits of using digital influencers as a marketing tool, the mode of action and the impact on consumer behavior, we resort to the use of qualitative methodology. In this se… Show more
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