The role of influencer marketing

A case study in the Gas and Fuel Sector

Abstract

Currently, consumers look for much information about brands on the Internet, specifically through the disclosure made by digital influencers. Understanding this behaviour, brands seek to create partnerships with influencers (celebrities, macro, micro and nano) to attract consumers and provoke high engagement with brands online. In this context, brands create partnerships with influencers to increase their reach, generate more significant interaction and consequently improve brand value. This study aimed to analyze the role of different influencers in a communication strategy in the gas and fuel sector. The study comprised a quantitative analysis through a questionnaire with a sample of 143 individuals. The results showed that most participants considered influencers specialists in their work area and used shared content as a source of information.