Marketing digital nas relações consumeristas: uma análise sobre a possibilidade de responsabilização civil dos digitais influencers

Abstract

The present work deals with the evolution in the consumption relation, more precisely in respect to marketing and the insertion of the digital influencer as a link between consumers and the companies. In the meantime, it aims to analyze the possibility of holding this agent accountable in situations in which your postings, of an advertising nature, cause damage to third parties. So if focuses on the peculiarities of this figure and the impact caused by its power of persuasion. With the objective of understanding about its performance, firstly, it was necessary to analyze its characteristics and how the relationship with its followers takes place. on one second point, we sought to unravel the evolution of digital marketing and the importance of this agent to bring companies closer to their target audience, highlighting their greatest impact on niche markets. Finally, the doctrinal position on such figure, and the conclusion of the possibility of objective and solidary liability of the digital influencer