O IMPACTO DE NANO E MICRO INFLUENCIADORES DIGITAIS NO COMPORTAMENTO NAS REDES SOCIAIS E DE COMPRA DE DISCENTES DO CURSO DE ADMINISTRAÇÃO DA UNIVERSIDADE FEDERAL DE SÃO JOÃO DEL-REI

Abstract

Brazil is the second country with the highest number of digital influencers in the world. This reality is noticeable when acquaintances of ours, often coming from small and medium-sized rural towns, expose themselves on social media to influence people and gain notoriety as authorities. From this perspective, this article sought to understand the impact of nano and micro influencers on the purchasing behavior and social networks of students studying Administration at the Federal University of São João del-Rei. The research, of a quantitative and qualitative nature, used the research method, through an online questionnaire administered in October 2023, to obtain information about the students' profile and their purchasing and social media behaviors. Interviews were also carried out with nano and micro digital influencers randomly found on the social network Instagram who were willing to collaborate. The results indicate that, even if the influencers followed by students are characterized as nano and micro influencers, they follow them and take them into consideration because they identify with these influencers and, in a way, consider them friends due to the feeling of intimacy established. through the social network and through interactions with your followers.