PROCESSO DE DIVULGAÇÃO POR INFLUENCIADORES DIGITAIS: Análise do segmento country

Abstract

The objective of the work was to identify the characteristics of the digital influence process in the country segment. The specific objectives were: a) to understand the characteristics of the followers of an influencer in the country segment; b) understand the main reasons why one follows an influencer and brands in the country segment; c) identify the relationship between the dissemination and purchase of country segment products. A descriptive, quantitative survey was carried out with data collected through a questionnaire, obtaining 123 respondents. As for the profile, the majority of respondents are women aged between 16 and 23 and mainly live in the Brazilian center-west, with the majority following more than 10 digital influencers. Regarding its proximity to the country theme, music was the most cited factor. As for the attributes to follow an influencer, the main factor is content, credibility and admiration. Young people value content and authenticity, adults prioritize the credibility and expertise of influencers. The majority of respondents follow country brands on Instagram and the main reason is to keep up with the latest news. The research results expand the literature in the area, especially on the country segment. No published literature was found on the topic.