Influência que converte: a relação entre marca, influenciador e público – o caso Rica de Marré

Abstract

This paper aims to analyze the relationship between brand, influencer, and consumer, incorporating theoretical concepts from the field of marketing, as well as the evolution of influencer marketing and its impact on brands' strategic communication in today's advertising landscape. These elements are related to the object of study in this work, the influencer Rica de Marré, who exemplifies how authenticity, combined with tools such as personal branding and the use of mental triggers, can transform the relationship between brands and audiences, generating engagement and loyalty. Thus, it is concluded that by applying strategies such as influencer marketing in an ethical and transparent manner, brands and influencers can achieve significant results in terms of engagement and conversion.