INFLUÊNCIA DAS POSTAGENS DE INFLUENCERS DIGITAIS NO COMPORTAMENTO DE COMPRA DOS CONSUMIDORES DE CARNE BOVINA.

Abstract

The analysis of the influence of digital influencers' posts on the behavior of beef consumers has become relevant in the context of digital marketing. In this context, digital platforms, such as Instagram, have played a transformative role in communication between brands and consumers, creating new opportunities to influence preferences and consumer behaviors in a more direct and personalized way. Considering the transformation of interactions between influencers and consumers, the objective of the research was to analyze the relationship between the engagement rates of influencers' posts on Instagram and the behavior of beef consumers. The research used a mixed methodology, combining quantitative and qualitative approaches, collecting data from influencers' posts between June and July 2024. Ten influencer profiles were selected, and the engagement rate was calculated through metrics such as "likes", comments and shares. Content analysis revealed that posts with visual and authentic content generate greater interaction, especially those that highlight the quality, provenance, and benefits of beef, as well as lifestyles associated with consumption. In addition, influencers who convey authenticity and expertise in the food sector can create a stronger emotional connection with their followers, impacting their purchasing decisions. The findings suggest that digital marketing strategies for beef should prioritize authenticity and building interactive and visual relationships. Successful campaigns should focus on creating emotional narratives that connect consumers to the product, emphasizing attributes such as quality and tradition. This approach can not only increase sales, but also strengthen brand loyalty and increase engagement. The study contributes to the understanding of the dynamics between digital influencers and consumer behavior, offering useful insights for marketing in the beef sector.