A percepção do consumidor de Santa Cruz do Sul acerca das estratégias de marketing dos micro influenciadores digitais locais.

Abstract

The objective of this Final Paper is to understand the perception and behavior of the public from the marketing strategies of digital micro influencers from Santa Cruz do Sul on the social media Instagram. In line with this, we seek to understand which digital marketing tools are used by the micro influencers from Santa Cruz do Sul and also to identify those that most attract the public's attention and which are more likely to result in a purchase or service contract. In addition to the bibliographic research, the study used the interview technique as methodological resources - with micro local digital influencers such as Maíra Assmann and Patrícia Pereira and with seven followers of these micro influencers, residents of the city and of different genders and ages. A questionnaire was also applied, through the Google Forms tool, to detect, more broadly, the perceptions and opinions of consumers in Santa Cruz do Sul regarding the micro local influencer’s marketing strategies. The form had 72 responses. From the developments, we highlight that the strategy used by micro local influencers that most pleases the public in the municipality are posts in the feed with tips and without direct sales content. Moreover, in stories, what pleases most is spontaneity. The content creators who were interviewed report they use Instagram to communicate with their followers and share content and partnerships that are chosen from the approach to the reality they live. Customers from Santa Cruz do Sul who agreed to participate in this study, both by answering the questionnaire and the interview, proved to be very strict and firm in terms of their ideals. For them, it is very important that the post has clear objectives.