The Influence of Digital Marketing on Consumer Purchasing Decisions.

This article aimed to analyze the impact of digital marketing and digital influencers on consumer behavior. The methodology used comprised the following research methods: in the first phase, a bibliographic review was conducted in order to analyze, in the scientific literature, the transformation from traditional marketing to digital marketing, as well as the role of social media and digital influencers in purchase decisions; in the second stage, a field research was carried out through the application of a structured questionnaire, aiming to identify consumers' perceptions regarding the influence exerted by these agents on their consumption habits. The results obtained indicated that digital marketing significantly influenced consumer behavior, making consumers more active and informed, while digital influencers exerted a strong impact on opinion formation and purchase decisions, especially due to the credibility and identification established with the audience. It was concluded that digital marketing and digital influencers played an essential role in contemporary business strategies, being fundamental for building relationships with consumers and strengthening brands in the digital environment.