Social Networks and Digital Influencers in the Online Purchasing Decision Process

The growth in the use of social networks has been evident, reaching 3.8 billion users in 2020, representing 49% of the world’s population (https://wearesocial.com/uk/blog/2020 /01/digital-2020-3-8-billion-people-use-social-media (accessed on 19 September 2024)) [1]. This scenario has driven the emergence of new digital platforms, revolutionized the way we communicate [2], and given popularity to social networks, which have come to be defined as groups of actors (people, institutions, or groups). Users began to create social connections, exchange information, and communicate more directly and interactively, providing a favorable environment for publicizing products and establishing effective communication between consumers and brands, specifically through digital influencers [3]. Digital influencers have come to be defined as individuals with an online audience who can influence the behaviors, opinions, and values of others through the digital content they produce [4]. Several studies were carried out with the aim of studying the role of digital influencers in consumer behavior, particularly based on contexts such as tourism, the decision-making process, and e-commerce, or even seeking to study the perception of risk associated with recommendations made by digital influencers [5–8]. In this relationship between decision making and digital influencers, consumers use digital influencers as a reference for making...