Influencers and Celebrities: Their Power of Influence on Audiences. A Case Study in the Brazilian Context
DOI:
https://doi.org/10.26439/comunica360.2025.n3.8260Keywords:
influence, celebrities, influencers, digital natives, influencer marketing, digital marketing, authenticity, social mediaAbstract
Currently, influencers and celebrities have established themselves as key figures in the digital ecosystem, playing a fundamental role in communication and marketing. Understanding their influence is crucial for companies and brands in order to make more targeted and effective investments within a communication strategy. The research firm IPSOS conducted the sixth edition of its study “Most Influential Celebrities” in Brazil in 2024. This study aims to assess the degree of influence of 200 Brazilian celebrities through a quantitative survey of 2,000 respondents. was evaluated. The results identified nine factors that determine a celebrity’s influence, with three being the most relevant: “Trust and Credibility,” “Charisma and Authenticity,” and “Beauty.” The better a celebrity is rated across these factors, the higher their position in the overall ranking. The study also reveals that among Generation Z, digital native influencers are more influential compared to celebrities who first gained fame through traditional media and later transitioned to the digital environment.
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