Digital influence on the clothing purchase decision process of graduate students at a federal institute

Abstract

This research aimed to understand the role of digital influencers from Passos (MG) in the purchasing decision-making process and clothing selection of undergraduate students at IFSULDEMINAS – Passos Campus. To this end, a qualitative and descriptive approach was used. Data were collected through a questionnaire with objective and essay questions. Data systematization was performed using descriptive statistics and content analysis (CA) techniques. The evidence found indicates that consumption satisfies people's daily needs, being influenced by cultural, social, personal and psychological factors. The purchasing decision-making process occurs in five stages: problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior. Influencer marketing is a priority for brands due to its positive return, since consumers trust social recommendations more than traditional marketing communications. This strategy has become relevant because digital influencers have the power to influence consumers' purchasing decisions, especially those of the Millennial and Z generations, who are highly connected to social media. However, it is essential that companies choose influencers strategically, aligning them with the target audience and the brand image. Regarding the analysis of the perception of digital influencers among the university public, it is worth noting that most participants do not know influencers in the city and, therefore, do not follow them.