Influenciadores digitais e estratégias publicitárias no Marketing 4.0: o caso da Rica de Marré

Abstract

In order to highlight and capture the importance of the presence and collaboration of digital influencers in the advertising context, this work presents the effects caused by this new reality in current advertising. It is noteworthy that this project alludes to and highlights the relevance of the main theoretical concepts of Marketing addressed by Kotler and its aspects, as well as their applications in the advertising field evidenced in the online medium, specifically the relevance of the term influencer today, in addition to highlighting and relate the above elements with the main object of study of this research: the influencer Rica de Marré. Thus, it is concluded that the exploration of digital representations in the advertising sphere is of utmost importance and their dissemination strategies used by digital influencers, in order to expose the characteristics, causes and consequences of the use and propagation of this medium in modern society.