Rita, Paulo Miguel Rasquinho FerreiraFortes, NunoAlmeida, Catarina Soares2021-12-142024-11-242021-11-24http://hdl.handle.net/10362/129175Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRMThe aim of this study is to understand the role of digital influencers, or people with a voice in society (celebrities or great personalities), in the perception that consumers have of brands. Thus, the study aims to understand whether videos or publications that address the theme of healthy lifestyle published by these influencers have an impact on the loyalty that consumers place in the brands affected by these constant problems. A predictive model will be developed to try if there is a causal relationship between loyalty and (independent variable) and the published opinions of digital influencers (independent variable). Digital influencers are a very recent marketing channel and a new trend that brands use to publicize their products and services, so this project will be relevant because it will demonstrate the impact of these new voices on consumer behavior related to the healthy universe.engDigital InfluencersBrand loyaltyPerceived Value-UtilitySocial Network EngagementHealthy Lifestylemaster thesis202812464