Interações de influenciadoras digitais, seguidores e empresas parceiras do setor de moda no estado do Paraná (Brasil)

Abstract

Marketing is essential for the development of strategies and actions for the consumer market. In a society in constant change, as of today, the channels of communication and relationship, in particular, social networks (such as blogs, Instagram, Facebook, among others), are factors in the construction of relationships Given the relevance of fashion, as an act of consumption and its weight in economic activity, the objective of this work, according to a qualitative methodology, is to analyze a network of relationships of (the) digital influencers, before its partner companies and (the) followers (the) on social networks, given the spread of digital marketing activities of the fashion market in the state of Paraná (Brazil). (The) digital influencers are, currently, seen as a means of dissemination of products, being, or not, the source of sponsorship from companies, establishing a link between the organizations, their influencers and his followers, which may become consumers and fans.