Influencers and Persuasion: a theoretical perspective on influence in the digital age.

Abstract

Classical and contemporary theories of persuasion offer a solid conceptual framework for understanding the influence exerted by digital influencers on user behavior within social media platforms. Through the analysis of the fundamental components of these theories from Aristotelian rhetoric to the most current approaches, it becomes evident that influencers function as persuasive agents capable of shaping perceptions, motivations, and consumer decisions. This article aims to examine these theories and reflect on their applicability in the contemporary digital context, concluding that understanding these processes is crucial both for the design of effective communication strategies and for the promotion of critical citizenship in digital environments.