THE IMPACT OF INFLUENCER MARKETING ON THE PURCHASE DECISIONS OF YOUNG UNIVERSITY STUDENTS

Abstract

The objective of this study is to examine the effect of influencer marketing on the purchasing choices of college students aged 18 to 25. Influencer marketing, which employs individuals with a reputation and broad reach on social media, has become a powerful tactic for brands to reach specific audiences. The research, with a quantitative and exploratory approach, was conducted with 150 college students from a private institution in São Paulo. The data show that 72% of the young people surveyed have already made purchases influenced by recommendations from digital influencers, mainly in beauty, fashion and technology products. The results also highlight the importance of authenticity, knowledge and emotional connection for engagement and trust in the influencer. The analysis demonstrates that influencer marketing is a social phenomenon relevant to the behavior of young consumers, who seek identification and credibility in information sources.