FROM PLEASURE TO NECESSITY

THE IMPACT OF DIGITAL INFLUENCERS AND (VIRAL/NON-VIRAL) MARKETING STRATEGIES ON CONSUMER PURCHASE DECISIONS

Resumo

This theoretical essay aims to discuss the impact of digital influencers on consumer purchase decisions within the context of viral and non-viral marketing, taking into account the type of product being promoted (hedonic or utilitarian). The central hypothesis posits that influencers affect consumer behaviour through their individual and authentic communication when endorsing products on social media. The study proposes that while content creators can influence consumer decisions, the nature of the product and the type of marketing strategy (viral or non-viral) in which the influencer is embedded are also external variables that shape user and consumer behaviour in online environments. In these contexts, the pursuit of products may be driven by functional needs or momentary pleasure. Accordingly, this essay seeks to demonstrate that consumer purchase decisions can be influenced by the presence of digital influencers, depending on whether the promoted product is hedonic or utilitarian, and whether the marketing approach is viral or non-viral. The research suggests that these factors collectively exert distinct influences on online consumer behaviour. Thus, the theoretical essay endeavours to understand how these variables interact and directly affect purchase decisions.