Do digital influencers successfully contribute to reducing the gap between customers and companies?

ABSTRACT The purpose of this research is to analyze the role of digital influencers in the construction of relationships between companies and consumers. A qualitative methodology was used, whereby seven Portuguese service providers were interviewed. The results obtained demonstrate that companies’ hire digital influencers to publicize their products, create notoriety, build a trustworthy image, and increase sales. It was also found that the most used platform for digital strategies is Instagram, due to its ease of communication and number of active users. Furthermore, it is important to emphasize that the traceability of sales related to digital influencers is quantifiable through tools such as Google Analytics, discount coupons, number of site visits generated, and also the increment of followers on digital promotions days. This research contributes to scientific knowledge as it validates the theoretical constructs developed on the role of digital influencers in the establishment of relationships between brands and consumers and confronts them with the business reality. Finally, some suggestions for future line of investigation are presented.

摘要
本研究旨在分析数字博主（digital influencers）在企业与消费者关系构建中的作用。本研究采用定性研究方法，对7家葡萄牙服务提供商进行了访谈。研究结果表明，企业聘请数字博主的目的在于推广产品、提升品牌知名度、树立可信的品牌形象以及提升销售额。研究同时发现，鉴于其便捷的沟通特性与庞大的活跃用户规模，Instagram是数字营销战略中应用最广泛的平台。此外，需强调的是，与数字博主合作相关的销售可通过谷歌分析（Google Analytics）、折扣优惠券、生成的网站访问量以及数字促销日期间的新增粉丝数等工具实现量化追溯。本研究通过验证现有关于数字博主在品牌与消费者关系构建中作用的理论架构，并将其与商业实际进行对照，为学术知识体系贡献了新的研究成果。最后，本研究为后续研究方向提出了相关建议。