THE IMPACT OF DIGITAL MARKETING AND INFLUENCERS ON CONSUMER PURCHASE DECISIONS IN CAUCAIA/CE

The advancement of digital technologies and the popularization of social networks have transformed marketing strategies and consumer behavior, especially in the context of local businesses. In this scenario, the role of digital influencers stands out as agents capable of impacting purchasing decisions and competitiveness among companies. This article aims to analyze the impact of digital marketing and the role of digital influencers on consumer purchasing decisions in the municipality of Caucaia , Ceará , Brazil. The research adopted a qualitative, descriptive approach, using structured interviews applied to business owners, volunteers, and customers active in the municipality's commercial center as data collection instruments. Data were collected through digital questionnaires and audio recordings, ensuring greater accuracy in the analysis of information. The results show that digital influencers play a relevant role in sparking the desire to consume, especially when they present products in real-life usage situations, promoting identification and trust on the part of the consumer. The credibility and authenticity of the influencer proved to be determining factors for the success of influencer marketing strategies. Furthermore, it was found that digital marketing has increased consumer bargaining power, making them more informed, critical, and demanding, which poses new challenges for local businesses. The research also revealed the potential of digital marketing as a tool to encourage conscious consumption and customer loyalty. Its that digital marketing and influencer marketing are fundamental strategic tools for strengthening the competitiveness and sustainability of local businesses in Caucaia -CE, provided they are used in a planned, ethical manner and aligned with the expectations of the target audience.