Digital influencers and the capital system as a factor for contracting services

Abstract

With the democratization of the Internet and the ease of access to the media, the relations and the exchange of information have changed. The digital media is on the rise, and along with it came the digital influencers. These influencers are people who can get hold of a large public on social medias and use this space to promote advertising for companies. In the face of the rise of digital influencers, this work sought to analyze how the capital system influences in the decision of store owners to hire the service of digital influencers. The analysis was based on interviews with store owners and digital influencers, aiming the understanding of this subject. Four interviews were obtained, being two with store owners and another two with digital influencers. The analysis of the content was conducted with the support of the NVIVO software. As a result, it was found that the capitals that are most present in the professional activities were Capital Identity and Capital Intelligence. The capitals influence directly in the store owners' decision to hire the services of digital influencers, since this fact establish a connection between the public of the influencer (his followers) with himself and with the brand he is presenting.