Marketing digital: o impacto dos influenciadores digitais no comportamento do consumidor: uma revisão sistemática de literatura

Abstract

This document aims to analyze the national scientific construction on the impact of digital influencers on consumer behavior, based on studies published in the time frame from 2019 to 2024. The primary studies were found from the Web of Science, being compiled in an electronic spreadsheet in .xls format (Microsoft Excel®), treated based on pre-established criteria and elucidated through the PRISMA flowchart (2020). The data analysis methodology adopted was a systematic literature review using the bibliometric package Bibliometrix (Rstudio) and tech tools. Analysis of results was carried out exploring the productivity of authors and journals through the relationship of keywords found in selected studies that sought to solve a research problem. We also sought to contribute by offering material to professional marketing assistants, society and students. Furthermore, identify possible gaps in knowledge on the topic and propose suggestions for future investigations in this area of research, given the importance of the topic for the modern population.