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The effect of characteristics of social media influencers on their opinion leadership related to product choices among Generation Z
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Autores
Orientador(es)
Resumo(s)
This study explores the influence of social media influencers (SMIs) on the product choices of
Generation Z (Gen Z) from an opinion leadership perspective. Given the exponential growth
of influencer marketing and the unique characteristics of Gen Z as digital natives, it is critical
to understand the interplay between these influencers and Gen Z. This study uses a
quantitative approach to collect data from a sample of Gen Z through a structured
questionnaire. Findings suggest that these traits greatly enhance the ability of influencers to
shape Gen Z consumer perspectives and product choices. This study highlights the importance
of authenticity, credibility, and relatability in fostering trust and Gen Z attitudes toward SMIs,
mediating parasocial relationships and opinion leadership. By examining these dynamics, the
study provides insights into effective marketing strategies for brands that engage influential
Gen Zers through social media platforms.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Research and CRM
Palavras-chave
Social Media Influencers Generation Z Opinion Leadership Parasocial Relationships Credibility Authenticity Relatability SDG 1 - No poverty