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

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

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 digi...

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Bibliographic Details
Main Authors: Isaac Moreira, Paulo Stenzel, João M. Lopes, José Oliveira
Format: Article
Language:English
Published: FUCAPE Business School 2021-01-01
Series:BBR: Brazilian Business Review
Subjects:
digital influencers
digital marketing
e
commerce
social networks
digital strategies
Online Access:http://www.redalyc.org/articulo.oa?id=123069850004

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