Abstract

Nowadays, with the constant development of the internet, individuals are increasingly taking an active part in the digital world: they view and share content and express their opinions. In social networks, online interaction is predominant. By sharing content, anonymous individuals gain visibility, reaching thousands of people and consequently gaining thousands of followers. These people are digital influencers. Through the content they publish on social networks, digital influencers are able to influence the purchase decision of their followers. In this article, we describe the methodological strategy that will be used to collect data to study the role of digital influencers in the online purchase decision of their followers. The research is quantitative in nature, and data will be collected through a questionnaire distributed on digital channels to the Portuguese population.

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