ANÁLISE DE FATORES: OS INFLUENCIADORES DIGITAIS PELA ÓTICA DOS UNIVERSITÁRIOS DE NOVA ANDRADINA-MS

Abstract

Faced with the constant social transformations driven by the rise of the internet, business administration professionals are compelled to seek innovative methods that ensure organizational effectiveness with consumers and market competitiveness. Evidence of this is the significant increase in investment in areas such as mobile communication, e-commerce, and, notably, influencer marketing. Therefore, this study aims to analyze how students at the Federal University of Mato Grosso do Sul, specifically at the Nova Andradina campus, evaluate the credibility and quality of content produced by digital influencers, while examining the geographic factor and its impact on consumer relations. To this end, applied quantitative research was conducted to collect primary data and observe the situation from an empirical perspective. The results revealed a skeptical audience that values expertise and technical quality over local proximity, leading to the conclusion that national influencers exert a greater impact on psychological identification and purchase intention. Keywords: Digital Influencers. Purchase Intention. Influencer Marketing. Quality.