NARRATIVES OF INFLUENCE: HOW DIGITAL INFLUENCERS SHAPE CONSUMPTION PERCEPTIONS IN FOOD ON INSTAGRAM

Abstract

This article aims to analyze how the narratives of digital influencers on Instagram shape consumer perceptions and attitudes in the gastronomy field. This article is relevant because it contributes to the literature by investigating how this type of endorsement contributes to marketing and advertising companies, and to consumers, understanding how these influencers can shape their attitudes and purchasing behaviors. By highlighting credibility and authenticity, they can become more critical and conscious in their purchasing decisions. This research is of a basic qualitative nature. Data were collected in two stages: the first, through non-participant observation, from September 1, 2024, to September 30, 2024, from five influencer profiles, through their videos and their followers' comments. In the second stage, the videos were transcribed and content analyzed. The conclusion was that the digital influencers in this study, in addition to influencing the attitudes and behaviors of their followers, create emotional bonds, to the point of becoming gastronomic inspirations and consumer desires. The differences in the profiles studied are important for companies, allowing them to select the most appropriate influencers for their objectives, in addition to providing insights into the visibility they generate in advertising.