Personas and their Influencers in the Low Voltage Electrical Sector in Brazil

Ana Lúcia Rodrigues da Silva, Fabiana Gama Viana, Fernando Amaral de Almeida Prado Jr., Kalyne Silva Brito, Paula de Oliveira Feliciano

Electricity consumer behaviour, influencers, personas.

The Brazilian low voltage electricity sector has been experiencing a natural monopoly situation for decades, framed by a lack of competition and no customer focus. This environment tends to change, as like it did in other countries, where small customers can choose their electricity supplier. It is necessary for distribution utilities to modernize and get to know their customers better. Therefore, the objective of this work is to present the main personas previously identified for residential and commercial in energy sector in Brazil, identifying their main influencers and how the influence occurs. The article discusses the importance of knowing consumer behavior in a digital reality, bringing theoretical references about personas and influencers. The work also deals with the perceived credibility of influencers and the factors that make communication more effective. Some figures related to the digital world, such as the most accessed social networks in Brazil and in the world, are also presented.

Received: 25 Sep 2022, Received in revised form: 16 Oct 2022, Accepted: 21 Oct 2022, Available online: 25 Oct 2022

10.22161/ijaers.910.36