PERCEPTION OF THE AUTHENTICITY OF DIGITAL INFLUENCERS IN THE PROMOTION OF HAIR PRODUCTS

Abstract

In a world saturated with promotions and recommendations, consumers increasingly seek a genuine connection with the influencers they follow. This need for authenticity reflects a shift in social expectations regarding the relationship with the brands and products they consume. For consumers, influencer recommendations can be perceived as an extension of their lifestyle and values, generating a need for deeper connection. For influencers, authenticity becomes a key asset, as their credibility depends on consistency and sincerity with the products they promote. Brands, in turn, must understand how influencers' authenticity impacts purchasing decisions, which is essential for designing effective marketing strategies. This study explores how Brazilian consumers perceive the authenticity of digital influencers in hair product promotion. To facilitate this research, a quantitative questionnaire was administered to a group of participants. A total of 157 valid responses were collected and subjected to descriptive statistical analysis. The results suggest that consumers tend to value influencers whose image and recommendations align with their values ​​and lifestyle. Perceived authenticity may increase when influencers demonstrate genuine product use. However, promoting products from different brands or a lack of consistency between the influencer and the product could diminish this perception.

DOI: https://doi.org/10.56238/sevened2025.029-107