O impacto do marketing por influência na equidade da marca: as perceções da geração Y e geração Z
Year: 2020
Type: dissertation
Study design: Observational Study
Abstract: The digital environment we live in has changed how we interact, how we search for information, how we make a decision, and even how we shop. Generation Y and Generation Z are the cohorts who spend more time per day on social media platforms. Taking this into consideration, it is crucial for brands to be present on these social sites, as a way to gain these generations attention and preference. Not all brand strategies are effective with these generational cohorts, as they favour honest and organic communications. Accordingly, social media influencers are being integrated on communication strategies, as they are found by consumers to be more relatable and reachable, consequently having a bigger influential power among both generations. The central aim of this dissertation is to identify and test the effects of influencer marketing on Generation Y and Z to leverage brand equity. The research was targeted to portuguese individuals through an online survey. The results suggest that both generations find micro and macro influencers a trusted source of product information, however only Gen Zers are more influential by social media influencers. Nonetheless, it was also attained that micro and macro influencers have a positive influence over these consumer´s brand awareness. Overall, this research concluded that using social media influencers as brand endorsers, has its benefits on the younger consumers and companies should continue to work on finding efficient strategies to drive to desired behavioural changes.
Source: Repositório do ISCTE-IUL
Author: Grácio, Júlia Maria Simões
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Reduced inequalities
Open Access status: green
OpenAlex ID: W7162612770