May 04, 2026
Influence of public figures on Brazilian consumer behavior
Leonardo Ferreira Saraiva Simão; Paulo Paganini
Summary prepared by the ResumeAI tool, an artificial intelligence solution developed by the Pecege Institute focused on synthesis and writing.
In contemporary times, the act of consuming transcends the mere acquisition of functional goods, becoming a process profoundly impacted by emotional, relational, and identity aspects. Current society, marked by media hyper-exposure and multiple layers of influence on social networks, establishes a scenario where consumption surpasses the mere utilitarian act. As Featherstone (1995) points out, postmodern consumer culture redefines objects, transforming them into symbols of status, belonging, and individual expression. In this context, public figures, such as celebrities, digital influencers, and niche personalities, exert significant influence on consumer perceptions, choices, and preferences, acting as mediators between brands and the end consumer (Osei-Frimpong, Donkor & Owusu-Frimpong, 2019).
The association between brands and public figures, widely known in academic literature as celebrity endorsement, has consolidated itself as a fundamental persuasion strategy in modern marketing. This practice is especially effective when it involves factors such as attractiveness, credibility, and, primarily, the authenticity perceived by the public (Ahmad & Muhammad, 2019). The influence exerted by these personalities is not limited to visibility or the numerical reach of followers, but triggers complex emotional bonds that shape attitudes and affect how products are perceived in the collective imagination (Zaltman, 2003). The transfer of meanings from the personality to the consumption object allows the brand to acquire human characteristics and values that would otherwise be difficult to communicate solely through traditional advertising.
Emblematic case studies reinforce the impact of this strategy in the Brazilian and global markets. The partnership established between model Gisele Bündchen and the Ipanema footwear brand exemplifies how endorsement can boost sales and, simultaneously, reposition a brand as sophisticated and aligned with contemporary agendas, such as sustainability and the valorization of Brazilian identity (Castro & Malheiros, 2021). Similarly, the historic association between athlete Tiger Woods and the Nike Golf line demonstrated the potential of public image to radically transform the positioning of a product category, conferring authority and prestige (Matheson, Baade & Stokvis, n.d.). Such examples show that the emotional connection established between the fan and the public figure tends to enhance the promoted products, creating a base of loyalty sustained by affective bonds (Temitope et al., 2024).
The influence process is intensified when the consumer perceives a high degree of authenticity in the relationship between the personality and the product. Individuals are considerably more susceptible to the influence of figures who demonstrate coherence between their discourse, daily behavior, and lifestyle (Taggerud et al., 2022). The emotional attachment developed towards the celebrity can be transferred to the products they represent, generating affective involvement that culminates in brand loyalty (Ozer et al., 2022). However, despite the strategic relevance of this phenomenon, there is a lack of qualitative studies in Brazil that seek to understand, from the direct consumer’s perspective, how these influences are experienced and processed in daily purchasing practices. Most existing research prioritizes quantitative approaches or campaign analyses, neglecting the subjective dimension and the transformations in consumption attitudes mediated by these figures.
Scientific investigation of this phenomenon requires an approach that considers the complexity of social relationships and individuals’ subjective narratives. The central objective is to understand how different Brazilian consumers react to the presence of public figures associated with products, meticulously analyzing emotional bonds, perceptions of authenticity, and possible transformations in purchasing attitudes. To this end, the analysis is based on theoretical models that explore symbolic consumption strategies and identity construction in digital contexts (Lopes, 2024; Kim, 2023). The justification for such an in-depth study lies in the need to uncover the meanings attributed by consumers themselves to their consumption acts, going beyond utilitarian logic and exploring the affective and identity dimensions that sustain the contemporary market.
To achieve the necessary depth in understanding these complex social phenomena, a qualitative approach was adopted, with an exploratory and descriptive nature, and a comparative design. The choice of this method is based on the premise that the investigation of perceptions, feelings, and personal experiences requires a sensitivity that quantitative methods often do not reach (Minayo, 2001). The study focused on collecting subjective narratives to understand the reaction of Brazilian consumers to the influence of public figures. The methodological structure was designed to allow participants to freely recount their experiences, providing rich material for content analysis.
The data collection technique selected was in-depth interviewing, applied in a semi-structured manner. The interview guide was meticulously constructed based on five main constructs derived from contemporary literature on consumer behavior and influencer marketing: physical attractiveness and aesthetic perception; credibility and authenticity; emotion as a decision mediator; perceived reputation and values; and collective influence with social validation. The sampling was non-probabilistic convenience sampling, composed of 12 participants with heterogeneous profiles. The diversity of the sample included individuals aged between 22 and 35 years, working in various professions such as law, design, business management, and administrative roles. The fundamental inclusion criterion was the confirmation that the participant had already made at least one purchase motivated by the recommendation or use of a public figure, ranging from traditional celebrities and digital influencers to religious figures or technical experts in specific fields.
The interviews took place between May and June 2025, using both in-person and video call modalities, respecting the availability and preference of the participants. Each session lasted an average of 50 minutes, totaling approximately ten hours of audio recording. All participations were voluntary and authorized by signing the Free and Informed Consent Term, ensuring the ethical rigor of the research. After collection, the statements were fully transcribed and coded to ensure the anonymity of the respondents, who were identified by the numerical codes from Interviewee 1 to Interviewee 12. This coding procedure is essential to maintain the integrity of the accounts while protecting the privacy of those involved.
The analysis of the material rigorously followed the Thematic Content Analysis technique, according to the steps established by Bardin (2011). The process began with pre-analysis, consisting of a floating reading of the transcripts for initial idea organization. In the second stage, the material was explored, identifying and categorizing the cores of meaning that emerged from the accounts. Finally, the results were processed, a phase in which inferences and interpretations were articulated with the previously selected theoretical frameworks. The analytical focus was interpretive, seeking to unveil patterns of perception and underlying motivations that are not immediately obvious on the surface of the discourse.
The operational detailing of each stage of the analysis allowed for the connection of individual accounts with concepts of attractiveness and credibility discussed by Ahmad and Muhammad (2019), as well as with the notions of perceived authenticity proposed by Taggerud et al. (2022). The analysis also delved into emotional attachment and image transfer, using the foundations of Ozer et al. (2022). The robustness of the methodology ensured that the expansion of data was not only quantitative in terms of text volume but qualitative in terms of analytical density, allowing for a holistic understanding of how a public figure’s image merges with the product and the Brazilian consumer’s identity.
The research findings, derived from the narratives of the 12 participants, reveal that purchasing decisions mediated by public figures are rarely based solely on functional attributes. The analysis conducted based on thematic categories highlighted that consumption is crossed by subjective bonds where the public figure acts as a vector of deep meanings. Regarding personal experiences, Interviewee 1 reported the purchase of a retro Corinthians jersey associated with former player Marcelinho Carioca. This act of consumption represented not only the purchase of a sports item but the reaffirmation of racial identity and connection with affective childhood memories. The brand, in this case, functioned as a mediator of values of black representation and resistance, confirming that products can act as extensions of the self (Escalas & Bettman, 2005).
The integrity and reputation of the public figure proved to be determining factors for the maintenance or rupture of consumption. Interviewee 5 demonstrated how the perception of ethical coherence is vital, reporting that they stopped consuming brands associated with influencers who took political stances divergent from their own, specifically discourses aligned with the far-right. This behavior reinforces that trust is the foundation of mediation between celebrity and consumer; when credibility is shaken, the product generates repulsion instead of desire (Ozer et al., 2022). On the other hand, natural exposure and repetition modeling were observed in the report of Interviewee 4, who purchased a New Balance 530 sneaker after repeatedly observing singer Justin Bieber wearing it in casual contexts. The aesthetic validation conferred by the artist’s cultural authority transformed the perception of the product, which the participant had previously considered visually unappealing.
The influence of physical appearance and body image also emerged as a potent trigger. Interviewee 10 admitted to consuming fitness clothing motivated by the image of discipline and health projected by influencer Gabriela Pugliesi. In this scenario, the product ceases to be mere apparel and becomes a conductor of personal transformation, bringing the consumer closer to an aspirational life ideal. Similarly, Interviewee 8 interpreted influencer Gabi Brandt’s hair aesthetics as non-verbal proof of the effectiveness of a hair vitamin. This perceptual transfer, where the celebrity’s body acts as a showcase of results, enhances the perception of the product’s efficacy, even in the absence of clinical data (Osei-Frimpong et al., 2019).
The emotional dimension proved to be the main driver of engagement. Feelings of hope, welcome, and belonging were recurrent in the discourses. Interviewee 6, upon purchasing a book recommended by an influencer who shared overcoming trajectories similar to their own, described a sense of renewal and strength. Consumption acquired a therapeutic meaning, where the personality’s close and affective language reduced the distance between the brand and the individual. Nostalgia also played a central role, as in the case of Interviewee 9, who wears clothing linked to vocalist Chester Bennington of Linkin Park as a way to preserve youth memories and maintain a link of continuity with their own history (Zaltman, 2003).
The research also identified a second-order influence phenomenon, where the impact of the public figure propagates in a network. Interviewee 3 observed that, after a high-performance athlete endorsed a supplement, the product became a collective reference in their training environment, generating a cycle of peer validation. Interviewee 6 and Interviewee 10 reported similar experiences, where their own posts consuming items indicated by celebrities generated curiosity and purchase desire in their social circles. This movement demonstrates that the consumer is not just a passive recipient, but an active agent who validates and expands the influence of the public figure in their communities (Temitope et al., 2024).
The incorporation of the product into identity after purchase closes the influence cycle. Items cease to be one-off acquisitions and become part of the individual’s repertoire of symbols. Interviewee 7 explained that wearing a dress promoted by a Christian influencer serves as an affirmation of her religious and feminine identity, allowing her to communicate values of faith and modesty without the need for verbalization. For Interviewee 11, purchasing an original piece from an influencer engaged in social causes represented an act of activism and political positioning. These accounts converge on the idea that the influence of public figures shapes not only what is bought, but how the individual sees themselves and wishes to be perceived by society. The perceived coherence between the brand, the personality, and the consumer’s values transforms consumption into a gesture of self-affirmation and belonging, reaching dimensions that utilitarian logic cannot explain.
The results of this investigation allowed for a deep and detailed understanding of how Brazilian consumers attribute complex meanings to the influence of public personalities in the act of purchasing. Through the collected narratives, it became evident that the presence of these figures acts as a catalyst for emotions and a validator of identities, going far beyond simple commercial visibility. The analysis showed that the purchase decision is often guided by factors such as affective memory, aesthetic inspiration, and the search for social belonging. Perceived authenticity emerged as the fundamental criterion for maintaining the bond between the consumer and the endorsed brand, with any rupture in the public figure’s credibility immediately reflecting on the product’s perception. Furthermore, it was observed that the effect of influence extends beyond the individual, transforming the consumer into a multiplier of behaviors within their own social circles. Products cease to be seen as mere commodities and begin to represent life stages, ideological causes, and desired lifestyles.
It is concluded that the objective was achieved, as it was identified that the influence exerted by celebrities and influencers on Brazilian consumption is a multidimensional phenomenon that operates on emotional structures, memories, and social validations. Consumers seek not only the functionality of the item, but the expression of bonds, beliefs, and ways of being that the public figure represents. This finding reinforces the need for brands to understand contemporary consumption as a continuous relational and identity-building process, especially in an environment of permanent exposure on social media, where coherence between discourse and practice is the main asset of influence.
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