From Content to Conversion
Digital Influencers as Cultural Mediators of Consumption
DOI:
https://doi.org/10.18568/cmc.v22i65.3073Keywords:
Digital influencers; Consumption; Digital culture; Influencer economy; Engagement.Abstract
This article examines the role of digital influencers as cultural mediators in consumption, exploring how their activities affect engagement, credibility, and purchase intention. Drawing on theoretical frameworks about the influencer economy, the culture of connectivity, and self-presentation practices, the study conducts an empirical analysis of three digital platforms: Instagram, YouTube, and TikTok. The methodology combines secondary data collection, sectorial reports, and a systematic literature review, enabling hypotheses to be tested against updated evidence from the Brazilian market. Findings show that perceived authenticity, communication style, and the ability to mobilize communities are key drivers of audience conversion into consumers. Furthermore, results highlight how influencers act as agents bridging personal and commercial domains, reshaping contemporary consumption practices. This research contributes to a deeper understanding of the intersection between culture, media, and consumption, demonstrating the central role of influencers in the digital ecosystem.
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