PARTNERSHIPS BETWEEN FASHION BRANDS AND DIGITAL INFLUENCERS: PERCEPTIONS OF CREDIBILITY AND AUTHENTICITY

Resumo

Influencer marketing has expanded its presence in the fashion industry, establishing new forms of interaction between brands, content creators, and consumers in digital environments. Within this context, this study aims to analyse how female fashion influencers perceive and manage credibility and authenticity in advertising partnerships with brands. This applied research adopts a qualitative, descriptive approach, combining a literature review with field research. Data were collected through a questionnaire comprising five open-ended questions, answered by four female digital influencers operating in the Brazilian fashion market, with distinct professional profiles, audiences, and follower counts ranging from approximately 50,000 to 8 million. Participants were selected through purposive key-informant sampling based on their practical experience in developing commercial partnerships with brands. The responses were analysed qualitatively and interpreted in relation to theoretical perspectives on consumer behaviour, influencer marketing, and digital communication. The perceptions identified in the participants’ responses highlighted the alignment between influencer and brand values, transparency in advertising communication, autonomy in content creation, and responsibility in product recommendations as aspects associated with maintaining credibility and authenticity in commercial partnerships.