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

Abstract

Influencer marketing has become a relevant strategy in the fashion sector, especially in digital environments characterized by high competitiveness and intense information flow. This study aims to analyze how fashion digital influencers perceive and manage credibility and authenticity in advertising partnerships with brands. The research is applied in nature, with a qualitative and descriptive approach, using a bibliographic review and data collection through a questionnaire consisting of five open-ended questions. Four digital fashion influencers operating in the Brazilian market participated in the study, representing different profiles and follower scales. Data analysis was conducted through qualitative interpretation, articulating the participants’ discourses with theoretical frameworks related to consumer behavior, influencer marketing, and digital communication. The results indicate that influencer credibility is directly associated with value alignment with brands, advertising transparency, creative autonomy, and communicational responsibility in product endorsement. It is concluded that partnerships perceived as genuine strengthen audience trust and enhance the performance of marketing actions, configuring influencer credibility as a strategic asset for both brands and influencers in the contemporary fashion market.