Direct Participation of Digital Influencers in Marketing Decision-Making: Impact on Consumer Attitude and Purchasing Intention
(A2026-132428)

AUTHORS

Carlos Lourenco, Fundacao Getulio Vargas; Rubia Karacsonyi, FGV-EAESP; Felipe Zambaldi, Funda��o Getulio Vargas�s Sao Paulo School of Business Administration (FGV EAESP); Inês Pereira, FGV-EAESP

ABSTRACT

In today’s digital age, companies are increasingly turning to digital influencers to promote their offerings. However, the effect of digital influencers as active decision-makers within the organizational framework remains limited. To address this gap, this study examined the effects of using a digital influencer as a decision-maker on customer attitudes towards brands and purchase intentions. The model considered factors such as credibility, attractiveness, meaning transfer, and the match-up congruence. A survey with 153 respondents was applied across three product categories. A regression analysis and a mediation assessment was conducted. The results showed that as a decision-maker influencer mediates the brand meaning transference and customer attitudes towards the brand, but said attitudes does not convert to purchase intention. These findings shed light on the potential benefits of increasing customer attitudes when using decision-maker influencers, with the drawbacks of not leveraging purchase intention.